Last summer, some ad industry experts were predicting that consumers were less than thrilled with mobile ad campaigns. They suggested that consumers would be more likely to pay attention to and interact with mobile ads if there was a reward involved. In a recent Adweek article, Mike Shields questions whether the rewards-driven mobile market may be shifting as larger platforms like Facebook, Google and Twitter dominate the space.
The success of the rewards-based model depends on the marketer who wants to explore the format, the consumer who’s willing to view ads in exchange for rewards, and the marketing services provider that is managing this process and banking loyalty points for consumers. Is this too much complexity? Derek Thompson, managing director, mobility, Starcom, cautions that asking consumers to manage yet another point system may be detrimental. There’s also the issue of credibility. He notes, “The worst thing to happen for advertisers is that we train people that our stuff is so bad that we have to pay you."
Reward-based ad campaigns are generally tied to an app which a consumer has downloaded. Each time the consumer interacts with the app by swiping or sharing messages with friends, points are accumulated. In some cases, consumers can apply the points immediately and make purchases through their mobile devices.
The goal of any mobile campaigns is to increase sales through engagement. Some analysts believe that “native and in-stream ads” have the mobile buzz this year. But, others believe that delivering personalized value to consumers is what counts and a well-managed reward campaign can do that.
Have you tried a reward-based mobile campaign? Did you experience positive results?