Rewarded Video Advertising: A Win-Win for Users, Advertisers
Think you crushed your last candy? Think again. Ever played a game and ran out of lives and got angry birds at your friends for not sending you an extra life? What if we told you there’s an easy, fast and free way to keep on playing? Just watch a video ad and you’ll get rewarded with a new life…or access to premium content…or virtual currency. You can basically crush candy until the cows from Farmville come home.
This is what opt-in, or rewarded video advertising is about, and we’re all over it.
What is so great about rewarded advertising?
The power is with the user. Don’t feel like watching the ad? No problem (but you’ll have to wait a minimum of 30 mins to get a new life. And anyone who has played Candy Crush knows Candy Crush minutes are equal to about 300 real minutes)
How great is the brand who just helped you reach that new level? A lot better than your so-called friends who refuse to send you extra lives, that’s for sure.
It’s a win-win situation where both user and advertiser gets rewarded. In our case, as advertisers who play, it’s like the best thing ever.
The target audience is broader than you may think with the average mobile gamer aged 38 years and female
Still not convinced? These numbers talk for themselves:
A Facebook survey showed that nearly three in four gamers would happily watch in-game ads in order to enjoy free games
The average CTR (click-through rate) is 7.5 times higher than display ads
They can be 86% less expensive than video ads overall
52% of apps say that this type of video ads are the most lucrative type of in-game advertising
71% of players prefer watching in-game video ads than paying for an app
62% of players regularly choose to engage with rewarded video apps by choice
62% of apps saw user retention increase or maintain after the introduction of rewarded video ads
We’ve had great success with rewarded video advertising for many clients. Check out some of our customer success stories from Shore Projects and Activision Blizzard.
Ben Myers
Ben Myers, CEO of Advant Technology.
Programmatic advertising expert and all round digital strategist.
Globe trotter, food fanatic, cocktail maker, car crazy, that's Ben.
London born n bread, it was here where he gritted his teeth in the advertising world starting at Videojug.com and then moving onto Teads where he drove sales, publisher growth and ad operations.
A regular speaker at trade events around the globe.
Passionate about helping brands achieve their goals through digital advertising.
Advant Technology — LinkedIn Ads for Enterprise Technology
Which markets change your campaign, and how
A working companion to the multi-market playbook.
Explore what actually differs between the UK, US, DACH
and APAC — or answer four questions to see whether your
account list needs one campaign structure or several.
United Kingdom
UK
Message-based formats
Available
Outside the EU/EEA/Switzerland exclusion since Brexit,
so Conversation Ads (successor to Message Ads) are not
caught by the EU restriction that applies to Germany.
Governing regime
UK GDPR.
Standard UK GDPR employee-data handling applies;
no equivalent to Germany's works-council
co-determination layer.
Decision culture
Closer to US pace.
Single decision-maker with committee sign-off is common;
buying-group validation is typically faster than DACH.
Localization
English-native.
No localisation tax on creative or landing pages
for UK-only targeting.
United States
US
Message-based formats
Available
Conversation Ads run without the
EU/EEA/Switzerland restriction.
Governing regime
CCPA / CPRA.
California's B2B and employee-data exemptions expired
1 Jan 2023 (AB 25 / AB 1355 / AB 1281 not renewed).
Business-contact data in ABM lists touching California
residents is now in scope.
Decision culture
Fast-moving, champion-led.
Often an internal champion drives the process with
executive sign-off, rather than slower group consensus.
Localization
English-native.
Tone and proof points differ from UK
(ROI framing, case-study style) but no language barrier.
Germany-led DACH
DACH
Message-based formats
Unavailable in EU/EEA/CH
Following a Nov 2021 CJEU ruling that native inbox
advertising needs direct-marketing consent under the
ePrivacy framework, LinkedIn stopped EU-targeted
Message/Conversation Ads (new campaigns blocked
15 Dec 2021, existing ones suspended 10 Jan 2022).
Governing regime
GDPR + BDSG.
Germany's Federal Data Protection Act adds works-council
(Betriebsrat) co-determination rights over some
employee-data processing. A works agreement cannot itself
legitimate otherwise-inadmissible processing
(German court ruling reported Jan 2025).
Decision culture
Consensus-driven.
Formal sign-off and longer internal validation typically
precede commercial conversations — plan reporting
windows accordingly.
Localization
German materially outperforms English.
True below enterprise-only accounts; enterprise buying
groups are more English-tolerant, but mid-market is not.
Singapore-led APAC
APAC
Message-based formats
Confirm in Campaign Manager
Singapore sits outside the EU/EEA/Switzerland exclusion,
so formats are presumed available — but coverage isn't
centrally documented by geography, so verify before
planning.
Governing regime
PDPA (Singapore).
A distinct consent-and-purpose-limitation regime,
not equivalent to GDPR. Treat as its own compliance
track, not a GDPR analogue.
Decision culture
Not representative of wider APAC.
Singapore is English-language and Western-business-norm-adjacent;
this does not extend to Japan, Korea or Greater China
buying culture.
Localization
English viable — for Singapore only.
Do not treat English-only creative as a proxy for the
rest of APAC if the account list extends beyond
Singapore/Hong Kong hubs.
Decision-culture notes are directional, not universal —
treat as a planning prior, not a rule for every account.
Is the target account list evaluated by one centralised,
cross-border buying committee, or by in-market/regional
committees?
Does the plan rely on message-based formats
(Conversation Ads) in any EU/EEA/Switzerland market?
Does language localisation materially change conversion
quality in at least one target market (e.g. DACH below
enterprise, or APAC beyond Singapore/Hong Kong)?
Is your target-account list in every market comfortably
above LinkedIn's practical minimum audience size
(commonly cited around 300)?
Recommendation
Answer the questions above
Select one answer for each question to see
the recommendation.
Recommendation
A unified structure fits your answers
Your account list is centrally decided, doesn't depend
on a restricted message format, and localisation isn't
a material factor — the exception case for a single,
unified campaign structure.
None of the market-splitting triggers apply —
re-check this if your account list or market mix changes.
Recommendation
Split by market: separate campaign groups,
budgets and thresholds
At least one structural factor makes a shared
template unreliable across your markets.
Regional buying committees mean each market is a
separate decision unit — a shared campaign group
would blend distinct audiences.
A message-format plan cannot run as one structure
if it includes an EU/EEA/Switzerland market —
Conversation Ads aren't available there, so at
minimum that market needs a different format mix.
Where localisation changes conversion quality,
a shared budget and qualification threshold will
misread the localised market's real performance.
At least one market may sit below the practical
minimum audience size — consider folding that
market into a regional structure rather than giving
it a standalone campaign group.
Check each market's target-account list against
LinkedIn's minimum audience guidance before finalising
how many standalone campaign groups to build.
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