Vending machines in Japan will soon offer free coffee in return for watching 30 second adverts. Apex Corps run 35,000 vending machines across Japan, some of which will be outfitted to play an advertisement during the 30 seconds it takes to make the drink. Not only will customers have to watch that one, but the cup will also feature an advert too.

‘We will select the locations of vending machines which would best suit the customers targeted by advertisers,’ said an Apex official. I wouldn’t be sure where to place these, there seems to be a paradox with this kind of advertising which should also worry the marketing agencies placing ads with Apex.

The more affluent an area, the more disposable income is available, which is obviously a good point for advertisers. However, the more affluent an area, the less likely people are to watch ads in order to get a free cup of coffee that would normally only cost 60 cents. If there is an option; to get a free drink or to avoid the advert, then I see a problem. Perhaps initially the novelty will be enough to encourage lots of users, but I would personally rather pay for my coffee, especially considering that vending machine coffee normally tastes of mud.

Read [Kahleej Times]

Matthew Sparkes is a contributing author for MoT.