Meta courts mobile publishers with incentivized app ads
The Facebook owner launches rewarded interstitial ads, providing publishers with a new way to generate revenue.
Meta claims that its solution will improve the user experience
Meta is broadening its advertising offer with a new category of skippable incentivized advertising available via its audience network.
The new format permits developers to reward players in-game with coins or extra lives after they complete a video review, encouraging greater consumption of commercial content.
Sold as a way to present products and messages to gamers in a less intrusive manner than established ad formats and placements, the full-screen interactive ads are timed to occur during breaks in gameplay such as level completions. To further minimize frustration, players will be able to opt out after five seconds.
Manish Gajria, director of product management at Meta, said: “We’re proud to launch rewarded interstitial ads: an improved consent-driven interstitial experience aimed at driving higher eCPMs and increased player engagement for Instant Games and native mobile game apps.”
Michael Bertaut, director, app monetization, EMEA, at Meta Audience Network, adds: “We’re excited to offer our partners and publishers a new way to generate revenue. Meta Audience Network has other formats that support monetization growth and, given the success of rewarded video and interstitial ads, this complementary format combines the best of both worlds for a new player experience.”
Promoting the process to app developers, Meta claims that its solution will improve the user experience and increase play sessions by motivating players to give it one more go. It also says the solution will grab people’s attention in a way that passive ads can never do, and will help to monetize players resistant to in-app purchases.