I wrestle with whether or not I like the notion of Incentivized Viewership. It’s coming up a lot lately around the office as we’re starting to see more and more vendors offering us solutions to have viewers watch or interact with our clients ads because they are being compensated to do so.
I decided to write this post to get my thoughts out in the open and hopefully have a dialogue with all of you who can help create a better informed POV.
My general thought is that incentivized viewership is negative for the ecosystem because the quality of the view is diluted because the person did not decide on their own to watch or interact with the ad unit. The person is only watching the ad unit because they earn a Facebook credit, a game credit, or some other form of compensation. Here are a few posts about Facebook and some partners incentivizing video watching to earn Facebook credits.
Does anyone have any research that uses a control and variable group to measure conversion and/or brand metrics around people who are incentivized to view? I’d love to see it.
Do you believe that incentivized viewership is good for the ecosystem?