The strategy is simple. Pay people to see ads. If you need an incentive to get attention, pay the price, be it a coupon, additional content or anything else that the prospect considers attractive.

In a game environment, the reward could be something that gives the player an advantage, such as a free movement. In other contexts, the reward could be anything that fits the significant perceived value.

The not-so-refined name for this practice is the marketing of bribes. Companies that sell video ads prefer to use the term «voluntary subscription advertising» or «rewarded advertising.»

Either way, there is an unavoidable question … why would anyone want to see an ad?

There are many types of advertising that people want to actively see, «he says

Maggie Mesa, VP, mobile business development with OpenX, a programmatic firm.

“The key is that the ad must provide something that the consumer considers valuable. This can be information about something that interests them, such as a movie trailer for an upcoming promoted movie, a coupon, something they find funny or many other things.

“One of the best things about opt-in video is that it places this idea of ​​providing value to the front and center. Consumers put themselves in a position where they can decide if they find something valuable enough to watch a video ad, and the choice depends strictly on them. «

Opt-In video beyond the game

Subscription video and award-winning advertising were born in a game environment. Its expansion to other platforms entails a sharp stigma … the perception that the perspective of who is bought is a perspective with little or no interest in the product.

«The advertising format started in the world of games,» says Mesa. “Traditionally, some brand advertisers have had negative preconceived notions about that audience. The game is actually a great channel, however, for many brands. Not only is it safe for the brand, but the audience of the gamers is much more diverse than many believe.

The future of opt-in advertising

In fact, it can be huge if you recognize the perception of the value and the potential quality of the audience. Favorable campaign results can quickly dissipate perceptions of tawdriness.

If we review how marketing works and consider the need to first capture the prospect’s attention and then its interest, it is reasonable for the seller to question the sincerity and motivation of the prospect.

If the prospect is a player who will see a video ad to receive a golden key, that is at least a start. This can easily be quantified as a high level or interaction that may or may not disappear when the prospect is asked to take the next step. There could be increased awareness. These metrics may or may not translate into benefits. .


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