Rewarded video ad networks

Rewarded video ad networks DEFAULT

Understanding rewarded video ads: Everything you need to know

Rewarded video ads effectively increase user engagement and retention while providing a positive user experience. Monetization platform Unity Ads found that 62% of mobile gamers regularly view rewarded video ads in exchange for a quality gaming experience and 71% find this advertising preferable to other methods. Moreover, rewarded video ads can be two times more effective than interstitial videos. This guide covers everything you need to know about rewarded video ads and shares best practices to integrate this advertising format effectively.

What are rewarded video ads?

Rewarded video advertising is a format that gives users a reward in exchange for time spent viewing a full-screen ad. For example, if you have a mobile game with in-app coin currency, you can reward users with more coins by watching a full-screen ad for 30 seconds. Rewarded videos are typically between seconds in length and cannot be skipped, but users typically have the option to opt in or out of this type of advertising. Mobile games can offer any in-game reward that can provide a superior gaming experience, such as extra lives, more time to complete a level and special items.

This advertising format creates a positive outcome for publishers, advertisers and users. Rewarded video ads enable publishers to generate revenue while advertisers gain significant exposure to their target audience. The user ends up with a superior gaming experience and an increased chance of progressing through your mobile game.

Rewarded video ads have taken the industry by storm with a reputation for increasing user engagement and boosting retention rates. 90% of gaming apps support rewarded video ad formatting and video ad network Unity Ads described the format as the “hottest revenue generator” on the market. OpenX also found 77% of users are willing to view a second ad in exchange for a discount from a retailer. Due to the high engagement rates that can be achieved with rewarded video ads, this advertising format has a high cost-per-thousand-impressions (CPM).

Are rewarded video ads exclusive to mobile gaming?

Although this advertising format is commonly associated with mobile games, any kind of app can implement rewarded video ads as long as there is a way to reward users. For example, music streaming app Spotify uses rewarded ads as part of the company’s monetization model. Users can download and stream music on Spotify for free with ads. After free and unlimited access to this service, users can decide whether they prefer to be exposed to ads intermittently throughout their sessions or upgrade to Spotify Premium.

Mobile apps that have incorporated gamification, such as language education app Duolingo, have also included rewarded video ads. Users can gain additional “hearts” by watching an ad. Hearts are used in Duolingo “as a way of pacing Duolingo lessons to balance practice and new material.” These in-app items can be lost as a result of answering questions incorrectly. Therefore users can use rewarded video ads to progress through the app’s courses more quickly.

Rewarded video ads: Case studies

PickCrafter increased revenue by %

PickCrafter is a mobile game by indie developer Fiveamp. The game used rewarded video ads to create more in-app monetization opportunities, optimize engagement and significantly increase ad revenue. According to the game’s Ironsource case study, Fiveamp implemented rewarded video ads with seasonal creatives just before the Easter holidays. Players were offered a choice between a single reward for free or three rewards in exchange for watching an ad. As a result, Fiveamp increased revenue by % and user engagement by 94%.

Farm Away! achieves an 80% daily ad conversion rate

Futureplay’s Farm Away! used rewarded video ads to significantly increase player engagement and extend lifetime value (LTV). A Unity Ads case study shows how Futureplay used the ad format to achieve an 80% daily ad conversion and an average of 22 ads viewed per install. The study suggests Farm Away! achieved these results due to the effective integration of rewarded video ads into gameplay. Mika Rahko, Co-Founder and Head of Development at Futureplay states that the engagement is “sending revenue through the roof, driving $ average revenue per player per day in the U.S. market.”

Earn To Die 2 increases engagement by more than 25%

Earn to Die 2 is a casual game by Sydney-based developer Not Doppler, who wanted to integrate rewarded video in a way that compliments the game’s unique in-app economy. Not Doppler partnered with IronSource, using their ad mediation platform to maximize revenue and eCPM. The implemented rewarded video system adapts to the player’s progress throughout the game, exposing the user to intermittent “double rewards”. As a result, Earn to Die 2’s engagement rate increased by as much as 38%.

10 best practices for rewarded video ads

1. Ad placement is critical to success

How you choose to implement rewarded video ads in-game will determine whether they positively or negatively impact the user experience. To define your ads’ best placement, consider what is most important to your users while using your mobile app. For example, it may ruin the user experience to include rewarded video ads just before a pivotal moment in your mobile game. Placing videos in between levels can give the user an opportunity to leverage your ads to progress further in your game. If a user has run out of lives or in-game currency and is unable to progress, a user may find rewarded ads particularly useful at this moment.

Developers can also place rewarded video ads in an app’s in-game store and on the home screen to maximize visibility. In addition to these options, you can prompt users any time a user has acquired in-game items and offer a boost. For example, if a user unlocks 50 coins during gameplay, you can allow them to double their money by watching a rewarded video ad.

2. Give priority to the user experience

Rewarded video ads offer an opportunity to satisfy advertisers and users simultaneously. There is no need for this advertising format to sacrifice the quality of your user experience. Instead, your user experience should take top priority and rewarded video ads should contribute to your users’ enjoyment of your app. The success of rewarded video ads relies on daily active users (DAU), retention and user engagement. With this in mind, implementing ads that contribute positively to the user experience will produce the desired results from rewarded video ads further down the line.

3. Let users opt-in for rewarded video ads

Users with no interest in exchanging their time for in-game rewards should still be able to enjoy your game. It is smart to make rewarded video ads opt-in, allowing users to use your app according to their preferences. Allowing users to opt in is also positive for advertisers as it increases the quality of ad impressions and conversion rates.

4. Test incentives for optimal results

Another critical factor that will impact the success of your rewarded video ads is the reward on offer. It is crucial to test different incentives and learn the optimal offering that will produce results and monetize your app. This testing should include the type of reward and quantity per ad. You should also consider which reward matches the ad placement: if a user is out of lives, they are more likely to want an extra life than power-ups or coins.

5. Boost in-app purchases with rewarded video ads

Marketers can use rewarded video ads to promote in-app purchases. This ad format gives many users who would not have made an in-app purchase access to a superior experience, encouraging them to make future purchases. According to IronSource, users who have received a reward for watching a video ad are six times more likely to make in-app purchases. Marketing Dive found that users spend more than four times as much on in-app purchases after watching a rewarded ad. For this reason, you should use rewarded video ads as an opportunity to give users a taste of your most effective in-app purchases.

6. Give unexpected rewards to users

Marketers should also consider offering mystery rewards for watching rewarded video ads. For example, once a user has watched a video you can display multiple treasure chests and prompt them to select which one to unlock. This can offer a more satisfying user experience by building suspense and increasing satisfaction when a high-value reward is unlocked. If a user wants a specific prize, they might be willing to watch several ads to achieve their aim.

7. Segment users

It is essential to segment users into different audience groups depending on user behavior. For rewarded video ads, this includes segmenting users based on how often they are using your app. You can offer users that are frequently using your app less valuable rewards because they are more likely to remain engaged. Boosts to enhance what they have already purchased may be an effective way to encourage more in-app purchases. For users who infrequently use your app, a high-value reward may encourage them to play more often and start making in-app purchases.

8. Use advertising filters

Improve the user experience by only showing ads based on your users’ interests. For example, suppose you have a language learning app. In that case, travel and tourism ads may be particularly well-suited for your audience. Filtering the types of ads you want to show users is also a great way to ensure their time is respected.

9. Mediate ads from third-party ad networks

Marketers can maximize revenue by mediating third-party ad networks with tools such as AdMob Mediate. This feature also has Ad Network Optimization which automatically mediates according to the most recent eCPM. This means the ad with the highest bid will be served first, whether it is part of the AdMob network or a third party.

Offer in-game hints

If you have a mobile game, another reward that may be useful to your users is in-game assistance. For example, if your user has spent a certain amount of time on a level without progressing, you may want to trigger a prompt that offers a tip or clue as a reward. Depending on the nature of your app, you can also include this as a permanent option throughout the user experience.

If you found this guide useful, you may also be interested in learning more about different ad formats and best practices for a mixed monetization strategy. We also have a resource for mobile game marketing key insights and best practices.


Create a better ad experience with rewarded ads

Ads that users can choose to view in exchange for an in-app reward — such as watching a video ad to get an extra life in a game, read a news article, or access Wi-Fi at an airport — are called “rewarded ads.” These ad experiences can keep users more engaged and offer a better overall app experience. In a recent Google study, 50% of users reported that they would be less satisfied with their app experience if rewarded ads were removed.

Find out how you can use Google Ad Manager to set up rewarded ads, and configure the size and reward type to serve through Ad Exchange or participating mediation networks.

Happier users, healthier ecosystem

Rewarded ads offer benefits to the entire advertising ecosystem — users, advertisers, and publishers.

  • Users are in control of the ad experience. By voluntarily opting in (click-to-play) to an ad in exchange for an in-app reward, they gain access to content they would otherwise have to pay for, and are more engaged.
  • Advertisers get access to a better-performing format, even on classic video KPIs, such as completion rate. Rewarded video ads are highly viewable, and advertisers are willing to spend more for formats that deliver more user engagement.
  • Publishers can earn more money with engaging ads. You can branch out from an in-app-purchase (IAP)-only monetization model with rewarded ads. And while rewarded ads work well for gaming apps, they offer a great potential replacement for a paywall experience.


When approaching the design of a reward, think carefully about what would be the most useful to users at that moment. Always ask, “Where is the best place for a user to see the ad so that it enhances — and doesn’t detract from — the user experience?”

Google Ad Manager
  1. Don’t surprise your users: Fit the ad within the flow of the app’s content, but don’t surprise users with your ad. It should match the content stage of the app.

  2. Try different rewards: Consider testing different types of rewards at different points within the content to determine ones that provide the best experience to users.

Serve rewarded ads

Set up an ad

When you set up an ad unit for rewarded video, there are two more considerations:

  • Sizes: Select all of the sizes for interstitials: x, x, x, x
  • Reward: While Ad Manager defaults to "1 reward" as the default reward the user receives for watching a video ad, you can click to override. For example, if the reward for watching a video ad is to get 20 more lives in a game, enter a "Reward amount" of "20" and a "Reward type" of "lives." In addition, you can enable third-party ad networks to override these reward settings when using mediation.

Types of ads and rewards

You can choose from a number of ad types for rewarded ads, as well as configure a variety of reward types.

    • Video ads: select from click-to-download video ads or non-skippable but closeable video ads.
    • Interactive ads:
      • Playable ads are click-to-download ads that let the user try out a game by playing it within the ad unit context. Afterward, the user is offered the opportunity to download the app.
      • Survey ads ask users a question, and upon answering, the user receives an award.
  • Reward types: select from coins, extra lives, points, free experiences, or random rewards
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Best Practices for In-App Rewarded Video Ads with Google AdMob

If you plan to implement in-app video ads, it's important to know what your options are and how to balance the revenue you generate with the app user experience. With video ads, app users have the option to skip them within five seconds. So it’s very important to make sure you are serving the right in-app video ads at the right time to users to generate the best results. Below are some best practices to help get started with in-app video ads.

1. Use ad filters

To ensure that your app users want to watch the in-app video ads, your first goal is to know who your users are and what kinds of content they would be interested in. Once you have that information, you can use ad filters to ensure that the video ads are shown to customized app users who are interested in watching them. For example, if you have an app for food lovers, you will want to adjust your ad filter settings to show video ads that are of interest to food lovers.

2. Optimize ad networks with mediation

AdMob Mediation enables you to mediate ads from third-party ad networks, including those that serve in-app video ads.

As far as revenue goes, you don't have to worry about adding in an ad network that may lower your overall revenue. AdMob Mediation has a feature called Ad Network Optimization (ANO). Once enabled, it will automatically adjust your mediation stack based on the most recent eCPM (estimated cost per thousand impressions) so that the highest-paying ad network will serve ads first, regardless of whether the ad is from the AdMob network or a third-party ad network.

Overall, adding in more ad networks means that you have a higher chance of filling in your ad spaces. You also have the option to set a minimum eCPM for your ad spaces so that your in-app video ads are not shown unless they meet a certain price. That may mean fewer ads are shown to your users, but the ads that are shown will result in higher revenue.

With AdMob rewarded ads, we not only maximized revenue by monetizing non-spending users, but also improved app engagement and retention.

Vincent Lin, Vice President, CyberLink

3. Choose the right placement

When you’re thinking about when and where to place in-app video ads, consider what’s most important to your users. For example, you don't want a video ad to pop up when the user is in the middle of gameplay in a gaming app, or if the user is at a critical part of the cooking process in a recipe app. You want to make sure that your video ad appears at a point where the user would be happy to engage with it, not when it will disrupt the user experience.

4. Use AdMob to generate revenue for your paid app

In addition to generating revenue via in-app video ads, you can use video ads to encourage free app users to upgrade to the paid version of your app that’s ad-free. This means no extra development costs or new features, just a free version with ads and a paid version without ads.

5. Increase app engagement with rewarded video ads

Rewarded video ads give your app users the option to watch a video in exchange for in-app rewards. If you show rewarded video ads to app users at the right time, for example, to help users unlock features or progress to the next level, they may be more likely to engage with those ads and to keep using your app afterward.

Sign in to your AdMob account and start trying out some of the techniques here. If your app has over , downloads, request a free consultation.

9 Best Display Advertising Networks

She's always like that. So mysterious. Her location is difficult to achieve, many have tried, but only a few have had this happiness. But listen. there was an interesting thought on her face.

Networks ad rewarded video

But you also have to play. and win, when everyone is no longer up to the cards. how to remember them, what does anyone have, when you have two adorable girls in front of you, who, apart from a light dress, have nothing. it sways freely to the beat, and the papillae protrude so seductively through the light fabric. and in the eyes, in the eyes there is such a columbour of different feelings.

Rewarded Video Ad Space Setup

And that he still goes to English lessons, only because Marina Viktorovna is teaching them. The Englishwoman blushed. - Vitaly, do you go to other lessons only because of sympathy for the teacher's personality.

Now discussing:

This automatism was instilled in me by my first teacher. Not you. - Touch it, my little Clara, you whisper, with a soft, European accent. I love the way you pronounce my name.

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