Money For Nothing And Clicks For Free

There are many positive examples of the something-for-nothing economy

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If you’re not paying for the product, you are the product!” came the quote in a lively meeting. It was offered in response to a question about how Google makes its ad revenue. I’d used that quote myself on many occasions but I’d never bothered to look into who said it first. It’s an acerbic stab at the way tech companies make their money – they sell you. Or, more realistically, they sell what you do when you’re not really doing anything in particular. It’s a quote that implies Big Brother is watching you. Using you. You always get the raw deal.

But this something-for-nothing economy has many positive examples, if you know where to look.

We all work hard with our paying clients but, just occasionally, a pro bono charity opportunity will pop up. Being slightly cynical, agencies will be thinking of the creative freedom, the opportunity to do something powerful and possibly win an award or two. Conversely, the charity is thinking only of donations. Cold, hard cash. That difference right there asks a tough question of advertising: is it powerful enough to make people spontaneously part with actual cash? It’s a hard ask and why so many campaigns resort to the “Please donate £3 a month…” call to action.