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.