Members of IAB’s Digital Video and Games Committees (including us!) recently came together to produce the Opt-In Value Exchange Advertising Playbook for Brands. We were thrilled to have had the opportunity to contribute meaningfully to its development. This comprehensive guide includes a collection of case studies detailing successful implementations of the format, along with tips to create, measure, and effectively buy advertising options that leverage the power of opt-in ads.
At Tapjoy we’re especially familiar with the use of Opt-In Value Exchange ads, a form of premium advertising which offers users something of value in exchange for their time and attention. In the context of mobile games, apps might offer in-game currency or power-ups when players watch a 30-second video about similar titles. This approach puts consumers in control of how they engage with marketing campaigns, avoids disrupting the in-app experience, and often aligns marketing campaigns with the game experience itself.
Tapjoy’s experience with these ads has been overwhelmingly positive, and we’re not alone.
You can read the full report here, and be sure to keep an eye out for our case study with Vizeum International & 20th Century Fox as an example of how brands can benefit from the format.
The playbook also covers successful case studies from companies like Google, Activision Blizzard, Vungle, and many more. Readers can also take a deep dive into the creative elements that make Opt-In ads engaging, such as video content, end cards, surveys, playables, and interactive rich media.
We at Tapjoy quite proud of our contribution to the Opt-In Value Exchange Advertising Playbook, and hope it will increase your audience engagement. We’d like to thank the contributors and everyone at IAB who helped make this comprehensive project a reality!
Head to the IAB website today to get your free copy!