Rewarded Ads
Rewarded ads are opt-in video ads where users watch a full ad in exchange for an in-app reward like extra lives, currency, or premium content.
Definition
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.
Why it matters
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.
Frequently asked questions
Are rewarded ads effective for non-gaming apps?
Rewarded ads are primarily a gaming and entertainment format where virtual rewards are meaningful. For productivity, finance, or utility apps, the format is less common because in-app reward structures don't typically exist. DTC e-commerce sometimes uses rewarded video in gaming networks as an awareness channel, but conversion rates are lower than for gaming advertisers.