Advertising alternative payments flip the usual conversion question: instead of asking a consumer to pay, you're asking them to opt into a marketing relationship in exchange for a free or discounted product, funded by the advertiser behind the offer.
Where the conversion friction actually sits
The purchase-decision friction of a normal checkout mostly disappears — there's no payment to hesitate over. What replaces it is redemption friction: consumers sometimes face real obstacles actually claiming the offer, and that's where the conversion funnel typically leaks, not at the initial opt-in.
Where this fits best
Gaming, software, and subscription businesses have gotten the most conversion value from this model, largely because a free trial or upgrade is a natural fit for an audience already primed to try something new.