Asia Business Channel

“Reward Videos” are Asia’s fast growing mobile advertising format


Mobile video advertising is not only a logical step for advertisers as they shift their money away from TV and other legacy formats, but it also boasts chart-topping engagement rates among consumers.

Asia-Pacific is proving its massive appetite for all things mobile. The region saw significant growth in terms of consumer’s app usage, which has led to mobile ad requests and eCPMs in APAC reaching an all-time high.

Smaato is a mobile real-time advertising platform that specializes in the monetization of apps, helping app developers and mobile publishers maximize their ad revenues, and according to research from the company APAC is the fastest growing mobile region in the world.

The region saw ad requests grow 44% over the previous year, as compared to 23% for the Americas, Europe, the Middle East and Africa. China is leading the world in the number of app store downloads, and this lead continues to grow as they have seen app store downloads rise70 % over the past two years.

In fact, many of the markets in this region are setting growth records that exceed any other country worldwide. India saw the most substantial growth in mobile ad requests on the Smaato platform, with an impressive 425% increase from H2 2017 to H2 2018.

An explanation of how “Rewarded Video Ads” work

These remarkable growth figures are characteristic of APAC’s emerging mobile markets in which the number of mobile device owners, their time spent on mobile, and overall app download numbers are all increasing quickly.

In light of APAC’s growing mobile advertising scene — and mobile dethroning TV as consumer’s preferred media format — the question advertisers must ask is: What’s next? According to Smaato’s research, mobile ad spending increased significantly over the past year for the top video ad formats, including:

• Outstream video ads: These auto-play video ads are shown between non-video content within an app. Ad spending for this format has increased by 42% from 2017 to 2018.

• Instream pre-roll video ads: These ads are shown within the native video player of an app before the apps own video content. This format saw a 43% increase in ad spending from 2017 to 2018.

• Interstitial video ads: These full-screen ads come during a natural transition point in the app. Over the past year, interstitial video ads experienced 47% growth.

• Rewarded video ads: This is an opt-in ad format, which rewards app users for opting in and completing the video with an in-app reward. This ad format saw 139% growth from 2017 to 2018 and according to consumers, provides the best user experience.


It is clear that of today’s top video ad formats, rewarded video is king. What sets rewarded video ads apart from the rest is the fact that they are opt-in. This means that users choose to view these ads, and after completion, they receive some kind of in-app reward.

These ads are most commonly used in gaming apps, where players receive an extra life, power-up, or in-game currency for viewing the ad. But as a result of their high-completion rates and positive reputation with consumers, we are beginning to see them be increasingly used outside of the gaming industry.

Advertisers from other sectors, including consumer products, media and retail want to increase the effectiveness o their ad campaigns, especially mobile campaigns and are now looking to their advertising and marketing agencies to use rewarded videos.

In late 2018, the Interactive Advertising Bureau (IAB) published research on the value of Opt-In-Advertising and concludes that: “Opt-in Value Exchange Ads are a “Win for consumers and brands alike.”


 To learn more on Opt-In-Advertising and Rewarded Videos ... read the IAB report by Clicking here! 




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