The UK’s largest loyalty programme, Nectar, is hoping to change the way people interact with advertising and, in its words “resetting the beleaguered contract between brands and consumers” by giving people Nectar points for watching certain video ads on their mobile phones.
The loyalty gianty has formed a partnership with UK ad start up Adpoints so that Nectar members can collect Nectar points by simply watching advertisements on their smartphone or tablet.
Adpoints recognises that people know the value of their time and attention. Members are awarded Nectar points each time they go online to watch an entire ad, and collect additional points by answering simple questions about the ads they see.
By advertising to a willing and engaged viewer, brands can tackle the growing issue of ad avoidance head on by getting guaranteed attention, full ad completion and invaluable consumer feedback. For their part, viewers are rewarded for watching advertising whenever they choose.
Having already built a member base of 400,000 on its desktop website, Adpoints is now launching into mobile. This gives consumers even more flexibility about where and when they watch ads, and responds to the huge surge in mobile ad spend in the UK market.
In the endless competition for consumer attention, tablets and smartphones are starting to dominate. The latest IAB report shows that advertisers spent £1 billion on mobile ads last year and around half of that is accounted for by TV’s biggest advertisers. Research shows that video and information displayed on a touchscreen is easier for people to recall, so it’s easy to see why advertisers are investing more in mobile video.
Martin Pugh, CEO of Adpoints explains: “A quarter of the population now owns a tablet, add that to the quantum leaps being made in mobile internet connectivity and you can start to see why advertisers are investing in mobile; it’s helping them to get their content into the hands of thousands of consumers at any given time.”
“Mobile video is vital to the future of advertising, but as people spend more time on their mobile devices, advertisers will increasingly vie for finite viewer attention. We live in an age where people can choose to watch or avoid ads as they wish, and as such, the reality for advertisers is that there’s no guarantee that their ads have been seen or how it was received by consumers. What’s needed is a transparent and honest deal between the advertiser and consumer. That’s why we launched Adpoints and why we’ve expanded across to mobile, so that consumers can engage with ads of their choice, in their own time, and advertisers can enjoy 100 per cent viewability and engagement.”
