If you’re involved in advertising, you know that it’s difficult to get people to click on ads. Being familiar with this concept, Brian Wong, who, let me add, is only 21-years-old, came up with the concept of turning ads into rewards.
In a nutshell, he developed a mobile platform called Kiip that offers rewards to gamers as they advance within their games. As Wong explained to us, the model is designed to connect with users when they have “moments of happiness” or “moments of achievement” within the games they are playing on their mobile devices.
“We felt that ‘hey, why don’t we tap into these existing, very engaged audiences, but do something that actually values their engagement and actually creates something that’s useful to them rather than to simply show them an ad?’” he pointed out.
The young company, which recently just celebrated its 2-year anniversary, already has clients such as Pepsi, American Apparel, Best Buy, and Disney. The way it works is when a user is at that “moment of achievement,” he or she is offered a $10 gift card for Best Buy, for example.
Since the innovation is quite unique, there has been speculation that the Kiip platform is going to dramatically change the future of advertising. Wong told us that he is humbled by the association and is hopeful about where the platform will head. Kiip has already expanded beyond games to include all apps that have those “moments” and has plans of taking it even further.
“I think people will start to realize how it’s much more than advertising once they actually start to experience it,” explained Wong. “So, the next stage of our company is really about bringing it beyond simply just games and having more and more people get a chance to touch or feel a Kiip reward.”
He did say that he thinks display advertising is here to stay, but he believes that the idea of a “reward network” is really catching on.
Kiip is currently available on both Apple and Android platforms, and more than 400 apps have already adopted it. Wong also hinted that we would see much more from the platform in the coming weeks.
Does the idea of Kiip’s reward network take away the stigma that is normally associated with ads? If so, how do you see this platform changing the advertising industry? We’d love to hear your take.