Reward users and they’ll watch your video ads in full

28 July 2017

Most viewers finish a video ad when promised a reward

In fact, almost everyone – if we look at the data by eMarketer, based on ad delivery of the advertising agency Jun Group.

It implied monitoring video starts, completions and post-view engagements. Research group used data from 6 mln people watching 100 ad campaigns. The rate of video completion was close to 100% with some slight differences as to the age and gender. Viewers younger than 40 and female ones were more keen to be lured by a reward.

Rewarded video ad benchmarks

What is understood by the value exchange advertising

It started as an innovative trend among advertisers who wished to capture elusive consumer attention. The principle is stated in the name – in exchange for consumption of their content, advertisers offer the value.

It’s a win-win-win situation: brands get audience, users get their prize and publishers widen their monetization volume.
Such “value” can be the granted access to premium content or even as simple as points in a gamified process.

Value exchange is a preferable option

Jun Group’s first research on the topic was done through showing to 1,200 US respondents native, pre-roll or rewarded video ads. The follow-up survey tested their engagement and effectiveness capabilities. More than half of respondents supported the value exchange option.

User preferences ad-supported vs. paid access

CEO of Jun Group, Mitchell Reichgut, pointed out that this study shows industry’s development towards satisfying the customer: “Advertising has traditionally been interruptive and that doesn’t work well on smartphones”.

More figures from the research:

  • Brand awareness by value exchange advertising was 34% higher.
  • Purchase intent by value exchange advertising was 26% higher.
  • 75% of buyers voiced their intend to recommend the ad unit.

Value exchange advertising is especially popular among brands that are all for performance-based advertising, as it promises increase in engagement and audience’s scale.
Moreover, it has the potential to slow down the rise of ad blockers, since one of the key reasons for blocking is users’ wish to access the main content, whereas they get interrupted. With the value exchange, they opt in for watching ads.

Want to learn more?

    Select
    Demand
    Brand
    Agency
    DSP
    Supply
    App Developer
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    Others
    Ad Network Owner
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    Supply
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    Select
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    DSP
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    You Might Also Like
    Admixer DSP Update

    Our team is happy to present you with a new Admixer DSP version featuring better flexibility, speed and usability. It includes new features for e-commerce, retail, and performance campaigns, and a simplified campaign management process. Let us walk you through new features! DSP dashboard customization The DSP’s main user screen now offers complete customization using […]

    Admixer DSP Updates
    NEW Admixer DSP Update

    Our team is happy to present you with a new Admixer DSP version featuring better flexibility, speed and usability. It includes new features for e-commerce, retail, and performance campaigns, and a simplified campaign management process. Let us walk you through new features! DSP dashboard customization The DSP’s main user screen now offers complete customization using […]

    Read more
    Data Architecture Optimization Case

    The Admixer team has extensive experience in building high-load systems that process billions of transactions in real time. The application of such systems goes far beyond the advertising industry and can be used by many verticals. We want to share our experience and insights on how companies can build a reliable high-load system for their […]

    loadfighters
    Loadfighters - high-load systems development

    The Admixer team has extensive experience in building high-load systems that process billions of transactions in real time. The application of such systems goes far beyond the advertising industry and can be used by many verticals. We want to share our experience and insights on how companies can build a reliable high-load system for their […]

    Read more

    Editor’s note: This case study describes how Admixer helped an international airline connect with travelers globally by finding and securing relevant ad inventory across our network of premium publishers, apps and CTV networks. The project falls under NDA, so we may not openly disclose the client’s name; however, we cannot help but share the key […]

      Stay updated with Admixer
      Privacy Policy