As an Incentive, Virtual Currency Works

Marketers often think of advertising as a trade off for consumers: People watch ads in exchange for free or subsidized content. 


But a new study suggests giving consumers social currency or virtual currency as a reward for spending time with a brand message is a powerful incentive. 


But some digital ads are now explicitly offer social currency rewards rather than access to free content.


For example, a brand may sponsor a social game, and make a reward of virtual currency contingent on watching a display ad. These incentivized ads, research from digital advertising technology company SocialVibe and KN Dimestore found, can be very effective, even when consumers just watched to get the incentive.

Social currency rewards boost ad effectiveness