Adpoints, a new advertising-based loyalty platform that will offer people incentives in return for watching and interacting with online video ads, was unveiled on 9th October.
For more information about Adpoints, please visit: www.adpoints.com
The programme is set to boost consumers’ engagement with video advertising whilst giving brands a greater understanding of how their ads directly affect sales.
Adpoints will launch with Nectar as its first partner. Featuring on Nectar.com, Adpoints will allow its members to collect Nectar points each time they watch an entire ad. They can then collect additional points by answering simple questions about the ad they have viewed, and collect further Nectar points if they click through to the brand’s website. More Adpoints distribution partners are set to be announced shortly.
Nectar collectors will be able to collect hundreds of Nectar points every week by watching and interacting with ads of their choice. Collectors only have to register using their existing Nectar account – or by setting up an account on Nectar.com – to start viewing ads and collecting points.
Jason Froggett, CEO of Adpoints, said: “Our mission is to make advertising a more enjoyable and rewarding experience for viewers. Adpoints rewards consumers for their time and attention with points from well-known loyalty schemes. Advertisers are delivered strong viewer engagement enabling them to reach, qualify and convert large-scale target audiences.”
Ads can be served based on demographic information, or selected by members from a scrolling carousel on the site. Via Adpoints’ proprietary technology members will be required to signal their attention and rate each video ad that they watch. Advertisers can track other key metrics including ad recall, brand awareness, sentiment and purchase intention. Adpoints clients will receive metrics including views, demographic profiles of responses to questions asked after consumers have viewed an ad, click-throughs to the brand’s site and other activity on the Adpoints website. Members will also be able to opt in to receive more information from brands.
Initially, Adpoints will launch on an invitation only basis to Nectar cardholders and then scale up further throughout 2013.
A three-month beta test of Adpoints in partnership with Nectar between November 2011 and February 2012 proved successful, with key results including:
- 6,500 members recruited; on average, 73% of the base was active each month
- The trial generated over 860,000 views – an average of 61 views per month per member
- After viewing an ad, members were invited to answer two questions around subjects including ad recall, brand awareness, brand favourability and future purchase intention. Over 90% of all ad views resulted in a viewer answering these questions
- Over 50% of all ad views delivered a click through to the advertiser’s site: 57% of members clicked to find out more about the product, 34% to seek offers, 29% to research price, 19% to interact with the brand and 17% to find out where to buy
Additionally, an un-incentivised post-beta survey was completed by over 2,500 users. Key findings included:
- 92% of people saw ads on the service that they hadn’t seen on TV before
- 66% remembered ads better on Adpoints than those seen on TV
- 53% thought that Adpoints had increased their enjoyment of watching ads
The Adpoints management team features data, media and loyalty experts including: CEO and founder Jason Froggett, a former head of consumer CRM at Dell and board member at database marketing company DLG; non-executive chairman Terry Hunt, who was a vital part of the team that set up Tesco Clubcard. The other co-founders are COO Sue Nelson, former group data director at DLG; CIO Jonathan Dunham, previously MD of Kingdom Management Group; and advertising operations director Richard Webster, ex- communications director at DLG.
Terry Hunt, non-executive chairman of Adpoints, added: “This is the first time that people in the UK have been directly rewarded for watching video ads, and we hope it will revolutionise the way people consume advertising, promoting engagement and enabling advertisers to have a dialogue with customers. For brands, this means invaluable insight into what people think of their ads and the viewer behaviour that is triggered by watching an ad.”
James Frost, Nectar marketing director, said: “At Nectar we are always looking at new and innovative ways for our members to collect Nectar points and the Adpoints proposition very much fits the bill. The trial conducted at the end of last year was a resounding success and demonstrates that there is a real hunger amongst our collectors to be rewarded by viewing adverts whenever and wherever they want.”
About Adpoints
Adpoints rewards people for watching and interacting with video advertising, delivering highly engaged viewers to advertisers. Via its innovative video platform, it enables consumers, advertisers, publishers and merchants to move from simple impressions through to interactions and engaged transactions. Adpoints rewards its members for their time and attention in exchange for loyalty points, whilst advertisers reach, qualify and convert large-scale target audiences. Adpoints’ mission is to make advertising a more enjoyable, more involving and more rewarding experience for viewers around the world.
Adpoints is owned by Advertising Loyalty UK Ltd.
For more information about Adpoints, please visit: www.adpoints.com
