Twitter Launches Rewarded Video on MoPub Marketplace

Twitter's MoPub mobile ad exchange announced the general availability of its rewarded video solution.

Twitter’s MoPub mobile ad exchange announced the general availability of its rewarded video solution. MoPub originally introduced support for rewarded video ads in September 2015, and at launch, publishers could use MoPub to manage their rewarded video ads from Unity Ads, AdColony, Vungle and Chartboost.

Now, the rewarded video solution includes over 70 demand-side platforms from the MoPub Marketplace, and it allows companies to “directly serve rewarded campaigns through the MoPub ad server.”

Elain Szu, senior manager of exchange product marketing at Twitter, announced the launch in a blog post:

We’re beyond excited to announce the GA launch of our rewarded video solution, which now includes over 70+ demand-side platforms (DSPs) from the MoPub Marketplace, and the ability to directly serve rewarded campaigns through the MoPub ad server. Over the past year, we’ve seen a major increase in video spend from our demand partners on MoPub Marketplace—and strong adoption of video inventory overall from our publishers. Rewarded video, in particular, has become one of the hottest formats since we launched network mediation for rewarded video last year.

Rewarded video ads are ads which users opt-in to view, in exchange for some kind of reward in a mobile game or app. For instance, a user may be able to watch an ad to receive free premium currency in a mobile game.

Szu explained the significance of rewarded video ads:

Rewarded video, also known as user opt-in video, is quickly changing the perception and experience of in-app advertising for consumers. By offering users a valuable reward in exchange for watching an ad, rewarded videos provide a low-risk means to introduce ads with minimal impact to the app user experience. In addition to the strong monetization opportunity for publishers, rewarded video ads have also shown to increase the overall time a user spends in the app. While gaming publishers have been using this type of user opt-in video ad for years, we’ve recently seen a broadening of rewarded video to all verticals, as publishers explore using everything from premium features to exclusive content as ways to incorporate rewarded videos seamlessly into their apps incentives for their users to stay engaged in-app longer.

Readers: Do you watch rewarded video ads in games and apps?

Publish date: October 25, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT