Dont make your customers pay for ads – QR and data plans

Last week at the QR meetup in London, an interesting topic came up regarding the calvin klein QR ad- People dont want to pay to watch streaming video on their plans. I got to directly observe this oversight in person when we all got to experience the infinity ad with Martin, Tim, and Paul.

As more QR codes link to videos, people are accessing the mobile websites, and often turning off the video streams before they get to the call to actions.  People often do NOT want to use their data plans on their smart phones to pay to watch an advertisement.  Makes sense to me.

As more carriers (atleast in the US) will discontinue unlimited data, what does this mean for mobile marketers?