Proctor and Gamble Raises the stakes in advertising

New Media Age reported that in the UK Proctor and Gamble is going to start paying publications based on how well people respond to advertising and promotional efforts.  It's called "pay for engagement" as opposed to pay for clicks or visits.  If a reader plays a game, downloads information, signs up for newsletters, they get paid for it.

This is a very new approach and some publications are balking, but it makes a lot of sense to me.  The real value of any media now is not that it reaches a lot of people, but that people respond in a positive manner by engaging with the sponsor.  This plays well into the social media world, especially when you offer materials that can be downloaded for later review, including podcasts.

Something to think about.