GDPR. Ad blockers. Cambridge Analytica. Consumers have spoken, and their demands are clear: Advertising needs to stop being intrusive and start giving consumers more choice.
Mobile specifically has been suffering from bad advertising creative standards. Ninety percent of users’ time on mobile is spent in-app, yet almost 46 percent of mobile users consider in-app ads to be unacceptable, according to eMarketer. If nearly half of mobile formats are quite unpopular to users, what types of ads should we be making so that we can delight consumers with better experiences?
Opt-in video is slowly emerging as a fan favorite for several reasons. Also known as rewarded video, consumers watch these short video ads in exchange for a reward, such as tokens or unlocking a new level in a game. Mostly used by gaming apps, this format has been evaluated by more than 40 percent of users as the most popular, according to the same eMarketer report. Non-disruptive and non-intrusive, publishers are pursuing opt-in video as the best way to monetize their apps while maintaining a great user experience.
Waves along the programmatic shores
Opt-in video is not new, but it is only now making waves out of ad networks towards the programmatic shores. Historically used by mobile-first clients to drive app performance, this format is now attracting brands that want to boost reach to and engagement with their users. Advertisers are starting to gather all ad network activity under one programmatic platform because it helps:
- Facilitate the activation.
- Align their strategy across channels to focus on end users.
- Provides additional transparency and control.
The underestimation of gaming apps
Traditional advertisers might seem hesitant about the app and gaming environments within which opt-in video is living. These are wrong perceptions the advertising industry needs to address. Here is why and how you should think about incorporating opt-in video into your mobile strategy:
- Reach your users where they are, not where you want them to be: One-third of the time mobile users spend in-app is on non-monetized apps or in walled garden platforms, and one-third is on entertainment and gaming. Blacklisting gaming apps is saying goodbye to 30 percent of the opportunity to reach your users on their phones. In a mobile-first world, that can be an expensive choice to make.
- Ask for user choice and they will give it back to you: With completion rates of more than 75 percent, opt-in video is driving some of the best user engagement with brands. Almost 80 percent of mobile app game players confirmed they are open to engage with a video ad for in-game rewards.
- Control your brand safety and viewability Even if you’re previously considered in-app gaming inventory as not right for your business, opt-in video is proving to be an engaging way to drive outcomes for brands. We highly encourage advertisers to add opt-in video to their strategy and test the impact on their users.
Even if you’ve previously considered in-app gaming inventory as not right for your business, opt-in video is proving to be an engaging way to drive outcomes for brands. We highly encourage advertisers to add opt-in video to their strategy and test the impact on their users.