什么广告让《愤怒的小鸟》玩家如此疯狂？奖励性广告果真效果奇佳？

奖励性视频广告确实有效。

仅奖励性广告的转化率即可证明：点击式广告每1000次展示吸引用户安装1次，插页式广告每1000次平均安装3次，奖励性视频广告每1000次获得8次安装。应用了奖励性视频广告的开发商获得了显著的效果，例如，Color Switch（这是2016年最大的热点之一，使用无代码开发工具创建）宣称通过从banner广告和插页式广告转换到奖励性广告，收入提高了40％。

在接受Gamasutra**时，Rovio执行副总裁Wilhelm Taht回应玩家对《愤怒的小鸟之变形金刚》中的奖励性广告反应时说：“玩家强烈要求加入奖励性广告。”

即使受到玩家广泛的欢迎，开发商在使用奖励性广告时也必须仔细计划，以获得最大的轰动效果，这就需要战略性思考在何时何地放置广告以及如何设计广告。以下是移动游戏中奖励性视频广告展示位置的最成功和创新的例子。

玩家不喜欢广告的最大原因之一是他们可能会打扰游戏（弹出式广告和自动播放广告是玩家最讨厌的类型）。优秀的广告则往往不会让人生厌：它们是具有吸引力和直观的，其前贴片广告和后贴片广告与游戏的整体设计一脉相承。

例如，Supersolid的 《Food Street》直接把广告视频贴在游戏里的广告牌上。

这些广告牌是游戏世界的一部分; 他们很吸引眼球，但不会打断游戏。玩家可以根据情况随时选择进入广告。点击广告之后立刻会收到提供广告奖励的前贴片讯息。 一旦玩家点击了广告就不能停止了：几乎所有的玩家都会从头到尾观看奖励性广告。

除了确保广告符合游戏的外观和风格外，开发商还会考虑广告是否符合游戏的主题和题材。 例如，通过为广告受众按地区进行分层campaign，开发商1Button的游戏《Mr Jump》每天在广告上可赢利2万美元（虽然使用的是插页式广告，不是奖励性广告，但仍然是一个很好的例子）。

玩家位置和设备类型等数据可帮助开发商决定投放哪种类型的广告。最常见的事情之一，玩家有成千上万的游戏可供选择，那么在投放广告时，如果一个平台能自动显示已经针对类似玩家取得成功的游戏广告可能会有所帮助。

游戏中的某些特定时刻会带来最佳的视频广告展示效果， 例如，广告可以在游戏开始时作为一种复活方式进行展示（例如玩家在无尽的跑步者中死亡）或放在商店前面。

NimbleBit的《Tiny Tower》在游戏开始时投放了一个广告。 在短短的10分钟内，可以通过每次观看三到五个奖励性广告来获取20个游戏中的货币“bux”。 通过赋予玩家投资感，早期溢价货币奖励和购买行为可增加留存率，通过观看广告获得奖励也有同样效果。

其他游戏把广告设在关键时间点，以保持用户玩更长时间，提高收益——不论是通过观看广告，还是在应用程序内购买道具。投放广告的关键是提供有意义的奖励，这将有助于玩家在游戏中的进步，而不只是随机数量的溢价货币。针对每小时和每日上限，使用不同的数字进行实验，以获得最大投放结果。

最佳广告投放是后贴片广告，玩家可确认观看完广告视频并获取相应奖励。这有助于向玩家说明观看广告与完成任务是一样的。Taht说：“玩家使用奖励性视频发现新游戏，这也是游戏中经济循环的一部分。” 广告不再是侵入性的弹出式窗口和banner，它们也可以是游戏进度中的一部分。

通过精心优化，奖励性广告不仅可以盈利，而且还可以增加玩家的留存率和参与度。随着越来越多的游戏采用广告，并发现其良好的效果，这种可能性也在不断增长，一些开发商甚至为基于广告的商业模式筹集资金。

原文：

Rewarded video ads work.

The conversion rates of reward ads alone are proof of point: where banner ads see .1 installs per 1,000 impressions and interstitials average three installs per 1,000, rewarded video ads earn eight installs per 1,000. Developers who integrate rewarded video ads have reported outstanding results. For example, Color Switch (which was one of the biggest hits of 2016, and created with a codeless dev tool), claimed a 40 percent lift in revenue just from switching to rewarded ads from banners and interstitials.

In fact, in an interview with Gamasutra, Rovio executive vice president Wilhelm Taht recounts how players reacted to the removal of rewarded ads from its free-to-play game Angry Birds Transformers: “There was backlash from that community saying ‘give us back our reward videos.'”

Even with an overwhelmingly positive reception, devs utilizing rewarded ad campaigns must plan carefully to get the most bang for their buck—think strategically about when and where to place the ads and how to design them. Here are some of the best existing examples of innovative and successful rewarded video ad placements in mobile games.

1. Supersolid makes ads part of the game experience

One of the biggest reasons users dislike ads is because they can disrupt the game (pop-ups and auto-play videos are oft-cited as the most annoying ads for players). Great video ads are far from annoying: they are equal parts compelling and intuitive—matching pre-roll and post-roll creatives with the game’s overall design.

For example, Supersolid’s Food Street intuitively integrates video ads into the game’s UI by posting them on billboards in-game:

These billboards are part of the game world; they’re eye-catching, but don’t interrupt gameplay. Users are free to opt-in when they’re ready. A click prompts a pre-roll message offering ads for rewards. Once they start, they can’t stop: almost all players who begin viewing rewarded ads watch until the end.

2. 1Button targets ads per location and behavior

Besides making sure that ads fit the look and feel of the game, devs can also think about whether the ads match the game’s theme and genre. Serving audiences with tiered campaigns by region helped developer 1Button make $20,000 on ads per day for Mr Jump, for example (though with interstitials, not rewarded, but a great example nonetheless).

Data like player location and device type help devs decide which ads to serve. One of the most common things to advertise to game players is other games—but there are thousands of games to choose from, so it can be helpful to find a platform to automatically show ads for games that have been successful for similar players.

3. NimbleBit times ads perfectly

Certain moments in games lend themselves to optimal rewarded video ad placements. For example, ads can be shown at the start of gameplay as a rescue (for instance if the player died in an endless runner) or in a storefront.

NimbleBit’s Tiny Tower features an ad at the start of gameplay. In the short span of 10 minutes, the game can serve as many as three to five rewarded ads for 20 “bux” per view in in-game currency. Early premium currency rewards and purchases increase retention by giving players a feeling of investment, and rewards earned via ads can do the same.

Other games time ads at choke points, keeping users playing longer to improve monetization: either an ad is watched, or an in-app purchase is made. The key to these placements is offering meaningful rewards that will help the player progress through the game, and not just a random amount of premium currency. Experiment with different numbers for hourly and daily caps for maximum result.

4. Rovio gives player the post-roll experience

The best ad placements display a post-roll creative confirming the view and reward. This feedback helps drive the point home for players that ads are the same as completing a task or a quest. “Players use reward videos to discover new games but also as a part of their economy loop within the game,” Taht says. Ads are no longer intrusive pop-ups and out-of-place banners; they can be a natural part of a game’s progression system.

With careful optimization, rewarded ads not only monetize well, but also increase retention and engagement. And as more games adopt ads and find what works well, the possibilities are ever-growing, with some developers even raising money for ad-based business models.