Users are increasingly mobile. Smartphones and tablets are becoming more common in homes around the world and more and more users use them on a regular basis. Reading the latest news in the press, watching a movie and, above all, playing with the app on duty are the favorite occupations. According to a Nielsen study, users are spending more time with their favorite apps. At the same time, video consumption on mobile devices is growing remarkably (400% in just two years). Brands ‘interest in video has grown in parallel and it has become a key element for brands’ branded content strategies. The winning equation seems clear: Take advantage of the interest in video and the interest in mobile applications to offer consumers branded videos. The problem is that consumers consume apps, consume videos and hate consuming corporate videos. Video ads are becoming more and more hated.
Companies have had no choice but to think about how to make that corporate video content be seen. And rewarding consumers for it is being the winning idea. Studies are also showing that rewarded advertising works well in getting users to consume it. A study by Millward Brown concluded that consumers are much more receptive to ads when they receive something in return and therefore are more willing to see the advertising offered in an app if it brings some kind of reward. “Mobile advertising Philippine WhatsApp Number List experiences that create a more balanced user experience, those that respect your time and offer purpose, open doors of receptivity and have a positive impact on the brand,” says Jayne Dow, director of Qualitative Research at the analysis firm.
Another study by IPG Media and Kiip points out that reward systems increase purchase intention by 82% (compared to 6% only for banners) and increase respect for the brand by 14%. And more than two-thirds of US smartphone users indicated, as eMarketer indicates, that if they had to suffer ads in the apps they use regularly, they would prefer to receive at least one reward. And also those ads seem much more relevant than those that do not offer anything in exchange for seeing that content.
The figures are especially interesting when you consider that studies show that consumers assume that advertising is necessary and accept banners in the apps they use for free. What they find completely unacceptable (very unacceptable for 50%, somewhat unacceptable for 26%) is that apps force them to watch videos or agree them to see images in full screen. The solution, therefore, seems to be opting for the reward to force users to watch those corporate videos and not directly hate brands.
In the language of companies that are already offering these types of solutions to introduce corporate videos with rewards, the action has been dubbed “memorable experiences.” The advertising videos do not arrive at any time while the user is in the app and they point more for reasons that generate a certain desire. Kiip, one of the firms in charge of managing this type of service, is the one behind the campaign that The Walking Dead did in a zombie app. Every time a new level was reached in the game, the user had to face an advertisement for the series. I would watch a clip of the new season and in return I would receive some coins for the game. With Trident they used a recipe app: every time someone marked garlic as a favorite ingredient, they would give him a pack of gum whenever they saw a video of the gum maker’s experts.
According to Kiip statistics, videos that are presented using this type of proposal achieve much better viewings. In his case of him, consumers who do watch the advertising video reach 77%. The secret is to always look for specific and positive moments and, although what they are giving to the consumer is branded content (or simplifying, advertisements of a lifetime) what they are doing is adapting them to the real taste of users. And that makes them show interest in seeing it, they say.
The CPM of what they offer is already in the 30 dollars, while the average of the industry for this same type of advertising products is in the 8 dollars. The videos are short in length and are always closely related to what the user is doing. “The mobile shows such a delicate user experience that your relationship with the consumer is how they end up seeing you,” explains Brian Wong, CEO of Kiip. They are not the only ones who have opted for the rewards system to force consumers to see their ads or to do what the brand wants them to do. Verizon rewards those consumers who allow them to track their data via mobile, in order to offer highly targeted advertising. And Zynga already ran its first mobile ad campaign with rewards back in 2012. Facebook