What Happened
Popular gameplay live-streaming site Twitch has started testing a new way to incentivize its nearly 10 million daily active users to watch ads. U.S. viewers can now choose to watch a sponsored video or fill out a short survey in exchange for some “Bits,” a virtual currency the company introduced in June to enable users to tip their favorite broadcasters. Previously, users could purchase 100 Bits for $1.40.
What Brands Should Do
Twitch is commendable for taking an innovative approach to counteract the prevalent usage of ad-blockers in the gaming community. This initiative should make it easier for brands to reach the much-coveted young Millennial audience on Twitch, offering an example of how media owners can deal with the rise of ad-blockers by improving the ad experience and proposing a value exchange to their audience.
For more information on how brands can deal with the increasing consumer aversion toward ads, check out the Ad Avoidance section in our Outlook 2016.
Source: Engadget
