Smartphone users prefer using apps more than mobile web browsers for various tasks. Applications have become a dominant place for advertising. Out of all the mobile video ad formats, in-app video advertising is attracting a lot of advertisers. Due to the exponentially increasing number of smartphone applications, these ads are expected to replace mobile web-based advertisements entirely during the next few years.
What Are ‘rewarded’ Video Advertisements?
Some entertainment, gaming apps offer premium as well as a free version to users. This is where rewarded videos come into the picture. To play the selected game or watch a show free of cost, the app user needs to watch an advertisement video from the beginning to the end. Several popular video streaming apps make a fortune by selling such video advertising slots to ad networks.
Some video sharing sites and gaming companies force users to watch annoying advertisements. Viewers feel frustrated and often leave the sites and apps due to the irritation. Thus, advertisers work hard and use the best possible technology to ensure the user does not get irate due to ads. Incentivized (rewarded video) ads are perhaps a win-win situation for both.
What’s In Store For Advertisers?
Put simply; the viewer selects to watch these ads proactively in exchange for accessing the game or other content. Such an advertisement gets the best ROI due to higher ad views, better audience targeting, and viewer satisfaction. Advertisers can select from CPV, CPA, CPC, CPI, or CPM campaigns.
Videos do not auto-play, so, the viewer is not forced to watch them. The video commercial gets the user’s complete attention and time throughout. Studies have pointed out that around 71 percent of the application users around the world prefer watching such short commercials instead of paying real money for in-app purchases.
What’re The Benefits For Developers?
Gaming and entertainment companies from around the world have noticed an improved retention rate after introducing rewarded video ads option.
While playing games, players appreciate the opportunity to enhance their weapons, get new lives, and earn tools as well as other rewards in exchange for watching short videos. There is no need for players to share their card details and opt for in-app purchases.
Gaming and entertainment companies can offer their apps for free to get more download percentage and make revenue from ads instead of a subscription.
The same goes for entertainment and music streaming app users. A considerable percentage of viewers prefer watching or listening to ads instead of paying a monthly subscription on Spotify, JioSaavn, Hotstar, etc.
Cross-App Advertising
Surprisingly, these ads are also used as a part of cross-app advertising strategies.
App developers can target audiences based on their device, operating system, mobile network, geographical location, gender, and areas of interest. When the user clicks the ad, it redirects them to the Google store app download page.
Bigo Live, video creation platform Likee (LIKE) are some of the popular platforms that have extensively used rewarded video ads in the past. Their commercials on entertainment, gaming, phone cleaning apps helped in attracting new users from India during the initial stages after their launch.
Selecting the best ad network is crucial as they act as a link between app developers and advertising brands. Experts suggest the commercial’s length should not be of more than 60 seconds to ensure the viewer remains engaged without feeling irritated.
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Reference link:- https://medium.com/@seo_68464/heres-how-in-app-video-ads-can-prove-beneficial-for-mobile-app-developers-22d5f869affd
Digital_Rohit 