Rewarded ads are opt-in video advertisements where users voluntarily watch a full ad in exchange for an in-app reward, like extra lives, virtual currency, or premium content.
Rewarded ads (also called rewarded video) are opt-in full-screen video ads where users choose to watch in exchange for something valuable inside the app: extra lives in a game, virtual currency, additional content, or premium feature access. Because the engagement is voluntary, rewarded ads achieve the highest completion rates of any mobile ad format, typically 85–95% view-through rate.
Rewarded ads are a win-win-win: users get value without paying, publishers monetize non-paying users, and advertisers get guaranteed full-video views from voluntarily engaged users. The format is particularly effective for advertising games to game players, the audience has already self-selected as mobile gamers.
From a creative strategy perspective, rewarded video ads can be longer (30–60 seconds) than standard interstitials because the user has opted in and is committed to watching. This enables more complete product demos, gameplay showcases, or narrative storytelling than shorter forced-view formats allow.
Rewarded ads drive the highest-quality ad engagement of any in-app format. The voluntary opt-in nature means users are actually watching, not just waiting for the skip button. For mobile game UA, rewarded placements in other games reach a pre-qualified gaming audience in a positive, value-exchange context, a strong signal for install intent.
Interstitial ads are full-screen advertisements that appear between content transitions in apps, capturing attention at natural pause points in user experience.
Learn moreCreative PerformanceVideo completion rate (VCR) is the percentage of video ad views that are watched to completion, measuring how well the full creative holds viewer attention.
Learn moreAd Creative TypesPlayable ads are interactive advertisements that let users experience a mini-version of a game or app before downloading, significantly improving install quality.
Learn moreMobile User AcquisitionCPI is the average amount spent in advertising to generate one app install. It's the most common efficiency metric in mobile user acquisition.
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