What Happened
Kik, a messaging app popular among teens, has struck a partnership with MediaBrix, an in-app ad platform, to help it deliver brand messages in a fun way. The plan is to reward users with Kik points, which can be used to unlock special emojis, stickers, and other exclusive Kik content, when they opt to watch an ad or play a branded mini game on Kik’s platform.
What Brands Need To Do
With the rise of ad-blockers and subscription services, it is getting increasingly difficult for brands to reach consumers, who mostly see traditional ads as a nuisance to be avoided. But Kik’s approach to in-app ads here points to a new direction where brands can earn attention by creating branded content that is part of the user experience. For brands looking to reach today’s elusive mobile audience, encouraging brand interaction with value offers and rewards is a good way to go.
Source: AdWeek
Header image courtesy of MediaBrix’s press release