Why reward-based advertising rocks

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    14-Jul-2015

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  • Mukhtar Oyewo

    Why reward-based advertising Rocks

    Co-Founder

  • In a 2011 study by eye square and Google, they found that Google AdWords had a

    Advertisers & publishers are constantly challenged

    to get audiences to engage.

    Yet while audiences are looking at ads, this does not always translate to engagement or affinity

    for the format.

    What can help turn this tide?

    reach of 85% but a dwell time of on 1.9s (0.6 seconds less than the corresponding digital ad).

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Can the Rule of Reciprocity change this?

    T H E R U L E O F R E C I P R O C I T Y

    R E Q U I R E S T H AT

    ONE PERSON TRY TO REPAY what the other person

    HAS PROVIDED

    - ROBER T C IALDIN I

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • We see reciprocity play out at a primal level. Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Is it possible for brands to apply reciprocity in advertising to break through and build lasting brand recall?

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Executive Summary

    The Value Exchange Equation is the activation of the rule of reciprocity in advertising. It can expand an audiences brand recall and help create an enduring relationship with the brand.

    1

    Consumers presently reward brands that deliver on that value exchange with their loyalty.

    2

    Reward-based advertising is an answer to the value exchange equation. It opens the door of consumer receptivity and brand engagement.

    3

    Reward-based advertising succeeds when the advertising execution is timely, chosen & relevant and the reward is predictable, tangible & chosen.

    4

    Publishers need to offer meaningful value in exchange for user ad interaction.

    5

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Reward based Advertising

    involves incentivizing end users with virtual rewards for interacting with advertisements

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Annie needs more coins to build on her land in Triple Town.

    She can BUY coins with real money.

    She can coins by engaging with ads in Rubiqubes ad

    Marketplace. OR

    How it works

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Annie CHOOSES to watch The Avengers trailer and earns 59 Pet Points.

    Power of Choice

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Rewarded audiences have increased interactions with brands

    15% 17%

    12%

    20% 18%

    14%

    36% 34%

    28%

    21%

    26%

    19%

    Clicked/interacted with ad

    Searched for brand Looked for brand in a online store

    Visited brand's website

    Considered purchasing brand

    Visited brand's social page

    Have Not Participated in Reward-Based Advertising Engaged in Reward-Based Advertising

    +9*

    Which of the following actions have you taken as a result of seeing an ad?

    +19*

    +11*

    +16*

    +8*

    * Statistically significant difference between control and exposed group at a 90% confidence level; ^Never Participated in Reward-Based Advertising n=384; Engaged in Reward-Based advertising n=500.

    +5*

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Campaigns tested on a reward-based platform, had significant increases in all measures of brand effectiveness

    59%

    14%

    37% 42%

    31%

    77% 72%

    63% 63%

    53%

    Aided Brand Awareness Mobile Ad Awareness Message Association

    Control Exposed

    Brand Favorability Purchase Intent

    +13*

    +63*

    +26* +21*

    +22*

    * Statistically significant difference between control and exposed group at a 90% confidence level; ^N=5 campaigns

    Reward-based platform Campaigns Tested

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Reward-based advertising has created a currency that acknowledges the value of consumers time & attention

    Tangible rewards are clear way to provide value within the ad experience and open the door to meaningful consumer engagement.

    Rewards change the context and open my mind to what they have to say.

    If there is a reward attached, Ill sit through to see what it is.

    Rewards put the exposure of the brand in a positive light instead of something forced.

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Customers most desired TANGIBLE and flexible rewards

    Preferred Rewards

    1. Gift cards 2. Coupon or discount of your choice 3. Tickets for Events 4. Points towards contest entries 5. Donations to Charity 6. Virtual Currency 7. Access to ad free environment 8. Access to free videos or songs 9. Access to free games 10. Access to exclusive content

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Execution Best Practices

    do:

    Offer choice in ad exposure. When possible, let audiences select when they want to watch your ad.

    Consider timing and placement. Wait for a natural break in browsing to serve the ad.

    Serve audiences personally relevant ads.

    Pair a reward with creative. Rewards are boosters that can break through the clutter.

    dont:

    Interrupt. Ads shouldnt distract or derail users from their mobile goal.

    Bombard users with ads. Audiences are aware of the value of their time.

    Serve a random ad. An irrelevant ad is a wasted impression.

    Use intrusive formats unless context is highly relevant.

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • dont:

    Consider a reward to be something that is currently free. Audiences dont consider access to content or an ad free environment be a desirable reward.

    Expect a reward to compensate for poor creative or low brand equity.

    Vary reward schedule, users appreciate predictability.

    Be a bully and dictate the reward. Audiences want to select their reward.

    Reward Best Practices

    do:

    Provide tangible rewards. Gift cards and coupons are best.

    Offer consistency. Audiences like to know when they are getting a reward.

    Offer users a reward that is flexible and has an element of choice.

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Increased Lifetime Value

    Improved Monetization impact

    Insights to optimize customer experience.

    Improved brand recall

    Post-ad action

    Increased ROI

    Improved user experience

    Freedom of choice to view ads

    Reward aspiration

    Impact of Reward-based Advertising

    End Users Publishers Advertisers

    Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Browns 2013 U.S. AdReaction Report: Marketing in the Mobile World.

  • Now thats a wrap

    Why reward-based advertising RocksSlide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Rewarded audiences have increased interactions with brandsCampaigns tested on a reward-based platform, had significant increases in all measures of brand effectivenessSlide Number 12Customers most desired TANGIBLE and flexible rewardsExecution Best PracticesReward Best PracticesSlide Number 16Slide Number 17

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