Rewarded video is not how you increase engagement with the audience that exists today in messaging apps. But when it comes to messaging specifically, rewarded video is a deterrent to the consumers, not an advantage. Obviously, since it's such a widely used practice in the industry, there are good results. There are plenty of gaming apps where it might make sense to use rewarded videos, especially ones that skew towards younger audiences and users that don’t have access to a lot of extra money, who will put up with an ad to get free items for their games in return. I do think that there is space for rewarded video. Also, when it comes to the quality of the traffic that you are looking for, and the engagement for ad units, the clicks are great for rewarded video, but do you really think that the users who are clicking on something like a video just to get rid of it are going to be the ones that are going to yield the most conversions? Definitely not. We're offering a service to the users and our priority is to avoid advertising in such a way that it becomes a nuisance to the consumers. Again, I can't speak for other messaging apps, but I don't understand the point of rewarded video given that we've known for years that incentivised traffic offers poor performance. Long answer short would be: 'I hope not.’ But this is a very personal view. With social platforms such as Tik Tok embracing rewarded video, similar to those seen in gaming environments, will we see similar ad units rolled out across all social and messaging platforms, and why? All messages, photos and media on Viber are end-to-end encrypted by default, meaning that we do not have access to the exchanges that the users are having, and we go above and beyond to ensure our privacy settings are set to the highest level by default. But when it comes to Viber, our app has been built with the user's privacy in mind from the very beginning. In terms of privacy compliance, we can't speak for other messaging apps. But we prioritise native because consumers respond favorably to native. Depending on the ad placement, the country, and the requests from the advertisers, some of our ads are compatible with banner placements as well. What is the benefit of native advertising?Īt Viber, we tend to work mainly with native formats. At Viber, our placements have been chosen to showcase advertising in a way that doesn’t intrude upon private conversations in the app. This is very important, because obviously as a brand, even if it is a closed space, you still want users to feel comfortable that your message is not coming across in a negative environment. First of all, no one can control and monitor the content of private conversations in real time, so you wouldn’t want to place an ad here. While brands might think that they want to be inserted in the middle of a private conversation, it’s not a good experience for either the consumer or for the brand. When it comes to brand safety, many messaging apps offer a premium environment where ads are not placed in the middle of private conversations. No other channel is able to offer the same level of engagement, not even social media.Ĭristina Constandache, chief revenue officer Again, this is something that is exclusive to the messaging space. The results go beyond just impressions, views, and increasing brand awareness: we're talking about actual performance results where you can measure the impact and the actions taken by the consumers, following the interaction with a brand. It's not only about placing ads in front of them, it's about engaging in a conversation with consumers, which is something that no other marketing channel can deliver. This means that reaching consumers today can be done much more naturally through a native dialogue experience. Industry stats show that users spend more time on messaging apps than on any other app, which is great for brands. What advantages do brands see by spending in messenger and super-utility apps? What can be done to ensure these ads are brand-safe, non-intrusive, and privacy-compliant? Following the discussion at ATS London 2019 on why brand marketers need to invest in mobile, ExchangeWire speaks to Cristina Constandache (pictured below), Chief Revenue Officer, Rakuten Viber, in this exclusive interview on how messaging apps can be used as an effective and brand safe environment for advertisers.
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