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Mobile Marketer, Rewards-based mobile ads challenge banners by Lauren Johnson (@LaurenJohnson)
Marketers are increasingly turning to in-application advertising as the go-to medium to promote products. With the rise of smartphones and tablets, traditional banner advertising has become stale, as consumers pay little to no attention to them. To align with the shift in consumer behavior, brands are creating reward-based models that reward consumers for interacting with content in their favorite mobile apps. Reward-based ads typically appear in applications that consumers spend more time in, such as entertainment or games. A user is served an ad upon consuming content, such as reaching a level inside a game. This method of advertising can be extremely effective for both brand and direct advertising.
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