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h-c-grid__col h-c-grid__col--6 h-c-grid__col-l--5 h-c-grid__col-xl--6 h-c-grid__col-l--offset-1"> <div class="article-hero__eyebrow"> <div class="h-c-eyebrow " data-glue-octopus="--eyebrow"> Guide </div> </div> <h1 class="h-c-headline h-c-headline--one article-hero__headline">Rewarded ads: a win for users, developers, and advertisers</h1> </div> <div class="article-hero__background h-c-grid__col h-c-grid__col--6 h-c-grid__col-l--5 h-c-grid__col-xl--6 h-c-grid__col-l--offset-1"> <div class="admob-banner"><picture> <source media="(max-width: 640px)" srcset="https://translate.google.com/website?sl=pl&tl=cs&hl=en-GB&u=https://lh3.googleusercontent.com/NGXGxY7YN0rDbyHUChylWm9t3vrZ0e3WwruijYGuFRpIzTI3PRBTQDoC7MpK-TcywmzWAt3NI4FSNpnEH6BqSgHhcrWkB1YDVGo6%3Ds480-p-nu-pa 1x,https://translate.google.com/website?sl=pl&tl=cs&hl=en-GB&u=https://lh3.googleusercontent.com/NGXGxY7YN0rDbyHUChylWm9t3vrZ0e3WwruijYGuFRpIzTI3PRBTQDoC7MpK-TcywmzWAt3NI4FSNpnEH6BqSgHhcrWkB1YDVGo6%3Ds960-p-nu-pa 2x"> <source media="(min-width: 641px)" srcset="https://translate.google.com/website?sl=pl&tl=cs&hl=en-GB&u=https://lh3.googleusercontent.com/NGXGxY7YN0rDbyHUChylWm9t3vrZ0e3WwruijYGuFRpIzTI3PRBTQDoC7MpK-TcywmzWAt3NI4FSNpnEH6BqSgHhcrWkB1YDVGo6%3Dw700-h700-p-nu-pa 1x,https://translate.google.com/website?sl=pl&tl=cs&hl=en-GB&u=https://lh3.googleusercontent.com/NGXGxY7YN0rDbyHUChylWm9t3vrZ0e3WwruijYGuFRpIzTI3PRBTQDoC7MpK-TcywmzWAt3NI4FSNpnEH6BqSgHhcrWkB1YDVGo6%3Dw770-h734-p-nu-pa 2x"> <img src="https://lh3.googleusercontent.com/NGXGxY7YN0rDbyHUChylWm9t3vrZ0e3WwruijYGuFRpIzTI3PRBTQDoC7MpK-TcywmzWAt3NI4FSNpnEH6BqSgHhcrWkB1YDVGo6=w700-h700-p-nu-pa" alt="Rewarded ads: a win for users, developers, and advertisers" class="admob-no-grab article-hero__image"> </picture> </div> </div> </div> </div> </div> </div> </section> <div class="h-c-page"> <div class="h-c-grid"> <div class="h-c-grid__col h-c-grid__col--9 h-c-grid__col-l--6 h-c-grid__col-l--offset-1"> <div class="tags-text"> <p class="tags-text__label h-c-headline--subhead">Tags</p> <ul class="tags-text__tags"> <li class="tags-text__tags__item h-c-footnote h-has-bottom-margin"><a data-g-event="article" data-g-action="tag: best practices" data-g-label="tags" href="https://admob-google-com.translate.goog/home/resources/?topic=best-practices&_x_tr_sl=pl&_x_tr_tl=cs&_x_tr_hl=en-GB" title="Best Practices" aria-label="best practices" class="tags-text__tags__tag" data-glue-octopus="--link" target="_self">Best Practices</a></li> </ul> </div> </div> </div> </div> <article class="admob-section"> <div class="h-c-page"> <div class="h-c-grid"> <div class="h-c-grid__col h-c-grid__col--9 h-c-grid__col-l--6 h-c-grid__col-l--order-1 h-c-grid__col-l--offset-1"> <section class="article-section"> <h3 class="h-c-headline h-c-headline--three">What is a rewarded ad? An overview of rewarded video and other formats</h3> <div class="article-section__body"> <p>Rewarded ads provide an opportunity for users to watch a video or engage with a playable ad in exchange for a reward within the app.</p> <p>For example, mobile game players will eventually “die” upon reaching a critical point. The users are disappointed they did not complete the level, and wish they could continue playing instead of starting over from the beginning. In each rewarded ad “funnel,” there are four main events that can occur:</p> <ul> <li><p><strong>Ad prompt,</strong> where the user is presented with the option to view an ad in exchange for a reward.</p></li> <li><p><strong>Opt-in,</strong> when the user opts-in to watch the ad.</p></li> <li><p><strong>Ad reward,</strong> whereby the user completes viewing the ad, and receives a reward such as an extra “life” or power-up.</p></li> <li><p><strong>Item used,</strong> once the user consumes the reward and is able to continue playing the game from where he or she left off.</p></li> </ul> <p>Because users want to keep playing, they’ll often convert throughout the whole funnel.</p> </div> </section> <section class="article-section"> <h3 class="h-c-headline h-c-headline--three">Why use rewarded video ads?</h3> <div class="article-section__body"> <p>With increasing competition in the mobile gaming market, developers need to be more focused on engagement and retention. As such, finding the right balance between monetization and user experience is critical to the success of the game. Rewarded ads are becoming one of the most popular ways to achieve that balance: over the last year, the number of apps using AdMob rewarded ads has quadrupled.<sup>1</sup></p> </div> </section> <section class="article-section"> <h4 class="h-c-headline h-c-headline--four">A win for users: rewarded ads upgrade the app experience for free</h4> <div class="article-section__body"> <p>Users love rewarded ads because instead of paying with money, they can pay with their time to get access to items that help them keep playing, progress faster, or get paid items. Additionally, rewarded ads put users in the driver’s seat of the ad experience by giving them the option to engage with ads. This opt-in structure makes rewarded ads safe to integrate without the risk of disrupting the user experience. In fact, in Google internal studies, 50% of users have reported that they would be less satisfied with their app experience if rewarded ads were removed.<sup>2</sup></p> </div> </section> <section class="article-section"> <h4 class="h-c-headline h-c-headline--four">A win for developers: rewarded ads boost revenue and user engagement</h4> <div class="article-section__body"> <p>Developers love rewarded ads because they boost revenue and keep users engaged. These formats are designed to effectively monetize non-spending users, while protecting the core app experience. Rewarded video ads generate a very high revenue per thousand impressions (RPM) because of the unprecedented video completion and engagement rates. Additionally, rewarded ads generally increase user retention because users are enticed to spend more time on the app, thanks to the rewards. Finally, rewarded ads provide a great opportunity to implement a hybrid monetization model with in-app purchases (IAP). An increasing number of games that monetize with in-app purchases now implement rewarded ads as a complement to IAP. Rewards can serve as an introduction to premium features, so not only do users play longer, more of them may eventually become spenders.</p> </div> </section> <section class="article-section"> <h4 class="h-c-headline h-c-headline--four">A win for advertisers: rewarded ads create valuable impressions</h4> <div class="article-section__body"> <p>Advertisers love rewarded ads because they receive higher user engagement than other ad formats, resulting in a higher return on ad spend (ROAS). The ads are opt-in, and users often watch them until the end because of the rewards. As a result, performance advertisers see higher conversion rates and brand advertisers have increased brand awareness and recall.</p> </div> </section> <section class="article-section"> <h3 class="h-c-headline h-c-headline--three">How do rewarded ads drive results?</h3> <div class="article-section__body"> <p>Developers using rewarded ads have seen a positive impact on both revenue and user engagement. Read on to learn how rewarded ads have increased value for developers like you.</p> </div> </section> <section class="article-section"> <h4 class="h-c-headline h-c-headline--four">Increased advertising revenue</h4> <div class="article-section__body"> <p>NoSixFive, a gaming company based in Sofia, Bulgaria, built its game Jump Drive around the rewarded ad experience. The company was monetizing its existing apps with banner and interstitial ads, but wanted to try out rewarded ads. NoSixFive had originally chosen to work with AdMob because of the high fill rates and good user experience.</p> <p>Semi-endless survival game Jump Drive was the perfect opportunity to implement rewarded ads from the ground up. Players collect energy cells, which they get to keep throughout the game. The cells unlock ships and new levels. NoSixFive decided to give players the option to double or triple the amount of cells collected during the run by watching a rewarded ad, granting players the opportunity to achieve even higher results. This implementation of rewarded ads led to high eCPMs, fantastic user engagement, and positive comments in the Google Play and Apple App store.</p> </div> </section> <section class="article-section"> <h4 class="h-c-headline h-c-headline--four">Higher IAP revenue</h4> <div class="article-section__body"> <p>Using rewarded ads can be a great way to entice users to make in-app purchases. Chinese developer Avid.ly wanted to unlock another revenue stream to supplement the revenue it received from the typically small percentage of players who were buying digital goods. The developer decided to work with AdMob to try rewarded ads, but was worried about cannibalization of IAP revenue.</p> <p>After implementing rewarded ads in one of its casual games, Avid.ly saw the exact opposite effect. Users bought in-app items 18% more often and spent 20% more time in the game. This app also saw total revenue grow by 40%. These results prompted Avid.ly to implement rewarded ads in all 50+ of its gaming apps. An increasing number of developers are finding success with this hybrid model of rewarded ads and IAP.</p> </div> </section> <section class="article-section"> <h3 class="h-c-headline h-c-headline--three">Positive impact to user engagement and retention</h3> <div class="article-section__body"> <p>Apps using rewarded ads have seen an increase in session length and user retention. CookApps, a global gaming company founded in South Korea had acquired 80 million players in North America and Europe by 2016.</p> <p>CookApps originally relied on IAP as its main revenue stream, but an increase in user costs combined with less organic traffic from social networks left the company looking to grow revenue. In May 2017, after adding rewarded video ads that enabled users to gain an additional life, CookApps saw a 16% increase in session length in one of its apps. Later that year, the company A/B tested ad placements to boost opt-in rates. The tests revealed it was possible to increase visibility of rewarded ads by placing them as soon as users exhausted their last life. Session length shot up by 211%.</p> <p>Through optimizing its rewarded analytics funnel, CookApps was able to increase user engagement. The team decided to show rewarded ads to both paying and non-paying users based on the belief that increasing users’ screen time could increase the chance of users making an in-app purchase. When users have engaging and stimulating experiences with rewarded ads, their affinity for the app increases and they return again and again.</p> </div> <div class="article-section__body-continued"> <p>Ready to get started with rewarded ads? If your app has more than 100,000 downloads, we can help you with a free consultation. <a href="https://admob-google-com.translate.goog/home/resources/home/request-consult/?utm_source=Website&utm_medium=et&utm_campaign=LF-rewarded-ads-win-for-everyone&_x_tr_sl=pl&_x_tr_tl=cs&_x_tr_hl=en-GB">Request a free consultation</a>.</p> </div> </section> </div> </div> </div> </article> <div class="admob-section admob-mb-std"> <div class="h-c-page"> <div class="h-c-grid"> <div class="h-c-grid__col h-c-grid__col--9 h-c-grid__col-l--6 h-c-grid__col-l--offset-1"> <div class="footnotes-text"> <ol> <li class="h-c-footnote h-u-font-weight-medium h-has-bottom-margin"><p>Google Ads Data, iOS/Android, Global, Apr. 2017-Jan. 2018</p></li> <li class="h-c-footnote h-u-font-weight-medium h-has-bottom-margin"><p>Google Play data, Global, Jan. 2017 vs. Jan. 2018. Developer-declared ads & IAP flags utilized from Google Play Store.</p></li> </ol> </div> <div class="social-sharing social-sharing--article"> <div class="h-c-social__group"> <p class="h-c-social__title h-c-social__title--inline">Share article</p> <ul class="h-c-social__list h-no-bullet"> <li class="h-c-social__item"><a data-g-event="article" data-g-action="social share: twitter" data-g-label="article footer" class="h-c-social__link" href="https://translate.google.com/website?sl=pl&tl=cs&hl=en-GB&u=https://twitter.com/intent/tweet?text%3DRewarded%2520ads%253A%2520a%2520win%2520for%2520users%252C%2520developers%252C%2520and%2520advertisers%26url%3Dhttps%253A%252F%252Fadmob.google.com%252Fhome%252Fresources%252Frewarded-ads-win-for-everyone%252F" aria-label="Share to Twitter" target="_blank" rel="noopener noreferrer"> <svg role="img" alt="" aria-hidden="true" class="h-c-icon h-c-icon--20px h-c-icon--social h-c-icon--no-padding"><use xlink:href="#social-twitter"></use> </svg></a></li> <li 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data-glue-filter-result-attrs="{ 'topic': ['best-practices'], 'type': ['success-story'] }"><a data-g-event="article" data-g-action="resource: redbit games uses admob to generate tens of millions of downloads" data-g-label="resource: success story" class="h-c-tile h-c-tile--border h-c-tile--hoverable" href="https://admob-google-com.translate.goog/home/resources/redbit-games-uses-admob-to-generate-tens-of-millions-of-downloads/?_x_tr_sl=pl&_x_tr_tl=cs&_x_tr_hl=en-GB" data-glue-octopus="-featured-resource-1-link"> <div class="h-c-tile__header"> <div class="dynamic-image" data-glue-octopus="-featured-resource-1-dynamic-thumb"><picture class="lazy"> <source media="(max-width: 767px)" data-srcset="https://lh3.googleusercontent.com/cBDMlbNzOlM4P6oLZSUFLHWKEraxLMmNzIF36vqtmuROarGWCs9k2WBaI2Cw7Ow705GijpQy0w9r39z4PYj69Wi4UNTJ7fSelt6WII8=w298-h170-p-nu-pa, https://lh3.googleusercontent.com/cBDMlbNzOlM4P6oLZSUFLHWKEraxLMmNzIF36vqtmuROarGWCs9k2WBaI2Cw7Ow705GijpQy0w9r39z4PYj69Wi4UNTJ7fSelt6WII8=w596-h340-p-nu-pa 2x"> <source media="(min-width: 768px)" data-srcset="https://lh3.googleusercontent.com/cBDMlbNzOlM4P6oLZSUFLHWKEraxLMmNzIF36vqtmuROarGWCs9k2WBaI2Cw7Ow705GijpQy0w9r39z4PYj69Wi4UNTJ7fSelt6WII8=w298-h170-p-nu-pa, https://lh3.googleusercontent.com/cBDMlbNzOlM4P6oLZSUFLHWKEraxLMmNzIF36vqtmuROarGWCs9k2WBaI2Cw7Ow705GijpQy0w9r39z4PYj69Wi4UNTJ7fSelt6WII8=w596-h340-p-nu-pa 2x"> <img src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" alt="redBit games uses AdMob to generate tens of millions of downloads" class="admob-no-grab resource-card__image"> </picture> </div> </div> <div class="h-c-tile__body"> <div class="h-c-eyebrow resource-card__eyebrow" data-glue-octopus="-resource-card-eyebrow-1"> Success Story </div> <h3 class="h-c-tile__headline" data-glue-octopus="-resource-card-headline-1">redBit games uses AdMob to generate tens of millions of downloads</h3> <ul class="h-c-tile__links"> <li class="h-c-tile__link"> <svg alt role="img" class="h-c-tile__link h-c-tile__link--arrow"><use xlink:href="#mi-arrow-forward-no-bg"></use> </svg></li> </ul> </div></a></li> <li class="h-c-carousel__item resource-card resource-card" data-glue-filter-result-attrs="{ 'topic': ['best-practices'], 'type': ['white-paper'] }"><a data-g-event="article" data-g-action="resource: the no nonsense guide to app monetization" data-g-label="resource: white paper" class="h-c-tile h-c-tile--border h-c-tile--hoverable" href="https://admob-google-com.translate.goog/home/resources/non-nonsense-guide-to-app-monetization-google-admob/?_x_tr_sl=pl&_x_tr_tl=cs&_x_tr_hl=en-GB" data-glue-octopus="-featured-resource-2-link"> <div class="h-c-tile__header"> <div class="dynamic-image" data-glue-octopus="-featured-resource-2-dynamic-thumb"><picture class="lazy"> <source media="(max-width: 767px)" data-srcset="https://lh3.googleusercontent.com/ObpfTvzQT_6tJvKv8-wUvJeqMUXDcoJbPx0Wzyyc7ByXg4q6D_jl9YKT5gLmGNAngW2KLJoBHPP1nISK8DME-WaSqJ0HNnupUsDiEA=w298-h170-p-nu-pa, https://lh3.googleusercontent.com/ObpfTvzQT_6tJvKv8-wUvJeqMUXDcoJbPx0Wzyyc7ByXg4q6D_jl9YKT5gLmGNAngW2KLJoBHPP1nISK8DME-WaSqJ0HNnupUsDiEA=w596-h340-p-nu-pa 2x"> <source media="(min-width: 768px)" data-srcset="https://lh3.googleusercontent.com/ObpfTvzQT_6tJvKv8-wUvJeqMUXDcoJbPx0Wzyyc7ByXg4q6D_jl9YKT5gLmGNAngW2KLJoBHPP1nISK8DME-WaSqJ0HNnupUsDiEA=w298-h170-p-nu-pa, https://lh3.googleusercontent.com/ObpfTvzQT_6tJvKv8-wUvJeqMUXDcoJbPx0Wzyyc7ByXg4q6D_jl9YKT5gLmGNAngW2KLJoBHPP1nISK8DME-WaSqJ0HNnupUsDiEA=w596-h340-p-nu-pa 2x"> <img src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" alt="The No-Nonsense Guide to App Monetization" class="admob-no-grab resource-card__image"> </picture> </div> </div> <div class="h-c-tile__body"> <div class="h-c-eyebrow resource-card__eyebrow" data-glue-octopus="-resource-card-eyebrow-2"> White Paper </div> <h3 class="h-c-tile__headline" data-glue-octopus="-resource-card-headline-2">The No-Nonsense Guide to App Monetization</h3> <ul class="h-c-tile__links"> <li class="h-c-tile__link"> <svg alt role="img" class="h-c-tile__link h-c-tile__link--arrow"><use xlink:href="#mi-arrow-forward-no-bg"></use> </svg></li> </ul> </div></a></li> <li class="h-c-carousel__item resource-card resource-card" data-glue-filter-result-attrs="{ 'topic': ['best-practices'], 'type': ['success-story'] }"><a data-g-event="article" data-g-action="resource: stickyhands earns 20% more ad revenue by switching to admob and trying bidding" data-g-label="resource: success story" class="h-c-tile h-c-tile--border h-c-tile--hoverable" href="https://admob-google-com.translate.goog/home/resources/stickyhands-earns-20-percent-more-ad-revenue-with-admob-bidding/?_x_tr_sl=pl&_x_tr_tl=cs&_x_tr_hl=en-GB" data-glue-octopus="-featured-resource-3-link"> <div class="h-c-tile__header"> <div class="dynamic-image" data-glue-octopus="-featured-resource-3-dynamic-thumb"><picture class="lazy"> <source media="(max-width: 767px)" data-srcset="https://lh3.googleusercontent.com/g_tjg8-7HaTN1vv4wfdRH3aDqHv_HjEQKtKM14Vv5ZNhE31VeZQnlcA65jMEWqGhljUtaesD5I2NE8xKrqRqD208m_Fsc7wI6fDp6Q=w298-h170-p-nu-pa, https://lh3.googleusercontent.com/g_tjg8-7HaTN1vv4wfdRH3aDqHv_HjEQKtKM14Vv5ZNhE31VeZQnlcA65jMEWqGhljUtaesD5I2NE8xKrqRqD208m_Fsc7wI6fDp6Q=w596-h340-p-nu-pa 2x"> <source media="(min-width: 768px)" data-srcset="https://lh3.googleusercontent.com/g_tjg8-7HaTN1vv4wfdRH3aDqHv_HjEQKtKM14Vv5ZNhE31VeZQnlcA65jMEWqGhljUtaesD5I2NE8xKrqRqD208m_Fsc7wI6fDp6Q=w298-h170-p-nu-pa, https://lh3.googleusercontent.com/g_tjg8-7HaTN1vv4wfdRH3aDqHv_HjEQKtKM14Vv5ZNhE31VeZQnlcA65jMEWqGhljUtaesD5I2NE8xKrqRqD208m_Fsc7wI6fDp6Q=w596-h340-p-nu-pa 2x"> <img src="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" alt="StickyHands earns 20% more ad revenue by switching to AdMob and trying bidding" class="admob-no-grab resource-card__image"> </picture> </div> </div> <div class="h-c-tile__body"> <div class="h-c-eyebrow resource-card__eyebrow" data-glue-octopus="-resource-card-eyebrow-3"> Success Story </div> <h3 class="h-c-tile__headline" data-glue-octopus="-resource-card-headline-3">StickyHands earns 20% more ad revenue by switching to AdMob and trying bidding</h3> <ul class="h-c-tile__links"> <li class="h-c-tile__link"> <svg alt role="img" class="h-c-tile__link h-c-tile__link--arrow"><use xlink:href="#mi-arrow-forward-no-bg"></use> </svg></li> </ul> </div></a></li> </ul> <div class="h-c-carousel__paginate glue-pagination-previous"><button type="button" class="glue-o-pagination__button" data-glue-pagination-previous data-glue-pagination="carousel-tile" data-glue-pagination-update-model="false" aria-label="previous resource"> <div class="h-c-carousel__paginate-wrap"> <svg xmlns="http://www.w3.org/2000/svg" width="24" height="24" viewbox="0 0 24 24" 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class="glue-o-pagination__button glue-o-pagination__page-list-button" role="button" aria-label="resource 1" data-glue-pagination-page="2">2</button></li> <li class="glue-o-pagination__button-container glue-o-pagination__page-list-button-container"><button type="button" class="glue-o-pagination__button glue-o-pagination__page-list-button" role="button" aria-label="resource 2" data-glue-pagination-page="3">3</button></li> <li class="glue-o-pagination__button-container glue-o-pagination__page-list-button-container"><button type="button" class="glue-o-pagination__button glue-o-pagination__page-list-button" role="button" aria-label="resource 3" data-glue-pagination-page="4">4</button></li> </ul> </div> </div> <div class="resource-card-grid__bottom-link"><a data-g-event="article" data-g-action="see more" data-g-label="resources" href="https://admob-google-com.translate.goog/home/resources/?_x_tr_sl=pl&_x_tr_tl=cs&_x_tr_hl=en-GB" title="See more" aria-label="see more" class="h-c-link 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