Ian and I met with a start-up company a couple of weeks back, who are aiming to revolutionise the incentivised segment of the online advertising environment. The Adpoints offering is simple – consumers are rewarded for watching video advertisements online. Their processes are a deal more complex though, which will result in the advertiser being able to profile the customers generated through the channel in great detail.
Research indicates that 69% of adults would watch more advertising if the advertiser paid them, and it is this level of incentive and engagement that Adpoints are looking to capitalise upon. By effectively paying people to watch their ads, marketers can increase levels of interaction with their brand, offering opportunities for the consumers to learn more about the ads which they are watching, sign up for further information from the advertiser or even to get their hands on special brand offers.
Alongside increasing the levels of interaction, Adpoints are able to build up demographic and behavioural profiles of the users of their site, which then allows them to target future advertisements to more relevant audiences. They do this by incorporating incentivised surveys which appear alongside the ads as they play, asking for the consumers’ vital details and attitudes to relevant issues.
All in all, their aim is to build up a base of highly responsive consumers, who are happy to view and interact with the ads that they see. This will in turn enhance the positivity the users experience when viewing the ads on site, increasing the chances that they go on to actually engage with the advertisers and purchase their offering.
Adpoints are planning to begin their pilot in late 2011, with a mind to rolling out
towards the spring of 2012. If you’d like to know any more then please contact a member of the MC&C team.
Alex Prout
Senior Digital Planner Buyer
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