Can Rewarded Video Deliver Better Viewer Engagement?

In an attempt to capitalize on the growth of mobile technology while encouraging user engagement, Kiip announced the release of its Kiip Rewarded Video platform. Unlike traditional video advertisements, which typically play before online video clips, the service enables marketers to target achievement moments in apps and reward the user for watching a short ad.

For example, mobile video game users might see a 15-second branded video after achieving something in the game and be rewarded with virtual coins, coupons or other incentives.

“We built a mobile video product that differs from what we saw across the industry,” said Brian Wong, Kiip CEO. “It respects users and gives them the choice to engage with the video. Brands can reach mobile users during moments of happiness, when users are most receptive to brand messaging, instead of with impressions that lack the context necessary for meaningful engagement on mobile. With our moments targeting technology, brands can bring the right content, to the right user, at the right time.”

The potential is huge, given users now spending 2 hours and 42 minutes per day on mobile devices as of March 2014, up from 2 hours, 38 minutes as of a year ago, according to app analytics provider Flurry. Mobile app usage accounts for 2 hours and 19 minutes of that time.

The addition of context and relevance is a key component of Kiip’s product offerings. For example, the company recently ran a campaign for AMC’s The Walking Dead show in the game app Into the Dead, a zombie mobile game. After a user achieved specific goals in the game, viewing a short video ad for the TV show’s premiere gave them a chance to earn virtual currency.

Image via Kiip

According to Kiip, the rewarded video program saw view-through rates of an average of 77 percent. That’s significantly higher than the 57 percent average, according to DoubleClick (News - Alert) by Google. Kiip also claims CPMs as high as $30, nearly quadruple the $8 industry average.

“Video is a powerful mechanism that provides a win-win-win situation for ourselves, our players and advertisers,” said Mario Wynands, managing director of leading digital publisher PikPok, app developers of Into the Dead, Turbo FAST (News - Alert) and more. “By bringing highly targeted and relevant branded video into our games, Kiip provides market leading returns for our titles.”