The document discusses the effectiveness of reward-based advertising, highlighting its ability to enhance consumer engagement and brand recall by leveraging the rule of reciprocity. It emphasizes that consumers are more likely to interact with ads when incentivized with tangible rewards, leading to improved brand awareness and loyalty. Additionally, best practices for executing reward-based campaigns are outlined, including offering choice, relevance, and ensuring a positive user experience.

1. Mukhtar Oyewo
Why reward-based
advertising Rocks
Co-Founder

2. 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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

3. 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
REQUIRES THAT
ONE PERSON
TRY TO REPAY
what the other person
HAS PROVIDED
- ROBERT CIALDINI
Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

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

5. 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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

6. Executive Summary
The Value Exchange Equation is the activation of
the rule of reciprocity in advertising. It can expand an
audience’s 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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

7. 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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

8. 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 Rubiqube’s ad
Marketplace.
OR
How it works
Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

9. Annie CHOOSES to watch
TheAvengers trailer and earns 59 Pet Points.
Power of Choice
Slide courtesy; Exploring the Role of Value in Mobile Advertising, is a continuation of Millward Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

10. 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-BasedAdvertising 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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

11. 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 BrandAwareness MobileAdAwareness MessageAssociation
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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

12. 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, I’ll 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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

13. 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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

14. 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.
don’t:
Interrupt. Ads shouldn’t 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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

15. don’t:
Consider a reward to be something
that is currently free. Audiences don’t
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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

16. • 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 Brown’s 2013 U.S.
AdReaction Report: Marketing in the Mobile World.

17. Now thats a wrap