Advantages of Reward Videos
Many of us have become addicted a pay-to-play game on our mobile device. Why not, it’s something we can start and stop at anytime and is usually free to download plus conjures up nostalgia from childhood and allows to participate in an online community. Some of these free games only allow you to rank up based on your achievements that are really only possible through purchasing game currency. Sometimes the prices for this can be ridiculously steep but many offer the chance to bypass the purchase by downloading an advertised app or watching a short video. Hulu features a similar operation by allowing the viewer to watch their intended program without commercial interruptions by watching a sponsored ad first. These are known as “reward videos” and can have advantages for advertisers over traditional forms of broadcasting commercials.
First off these are videos the customers are choosing to view. Sometimes the game offers the viewer to select from a variety of video ads to watch so the viewer is selecting the ad they want to see. This may the product or service that best suits their needs or one they are more curious about. Either way you have their attention as their game playing adrenaline is gearing for the next round.
To earn the game currency the viewer must watch the entire length of the video ensuring an absolute completion rate. Completed views translated directly to higher revenue. The viewer can not switch apps and still earn the reward. You have their time and focus. Particularly in the use of mobile devices where the screen never leaves their hands and eyes.
The viewer is happy to participate in watching these ads because their time is rewarded with something tangible and instantaneous. If the ad is something they are interested in they are one click away from purchasing or find more information on the product. If on the other hand they are not interested the viewer has no hard feelings for the company because they already received the desired reward and now they are knowledgeable about the product and can potentially refer it to someone at a later time.
Reward videos give another opportunity for the growing field of native advertising. Video content can be created specifically for the game intended to be viewed on or modified in a slight way to conform to this. It connects with the viewer on a more personal level and opens a sense of trust.