Expert Interview: The Rewarded Revolution with Maria Golcz

Last year most of the UA teams were focused on refining data models, embracing new SKAN features, and witnessing the recovery of the iOS market. Market data reflects this shift: a recent Appsflyer report notes a substantial 28-percent increase in total ad spend on iOS from Q1 2023 to Q1 2024. 

Despite these advancements, challenges persist, such as performance-reporting limitations, fluctuations, and data gaps. How has this impacted the growth of rewarded ads and why? Maria Golcz, Platform Growth Director at adjoe, shares her insights.

Navigating iOS Challenges with Rewarded Networks

Can rewarded networks help marketers navigate and overcome iOS hurdles? 

adjoe’s platform has been a breath of fresh air this year for many mobile marketers. Our rewarded solution offers a unique gaming experience in nongaming publisher apps. It introduces new gamers to the market and enhances long-term engagement with continuous deep-funnel rewards. This stability helps marketers achieve their performance goals on both iOS and Android.

Our growth on iOS and strong relationships with valuable publishers make our platform a compelling choice for marketers seeking quality and scale. Advertisers view adjoe as a valuable avenue of incremental growth.

Is rewarded advertising a temporary fix for marketers’ challenges, or is it here to stay?

Our partners report that adjoe’s Playtime rewarded ads constitute 20 to 50 percent of their UA mix – and that’s not counting other rewarded solutions.

This isn’t just a trend; UA teams are embedding rewarded channels into their long-term media strategies, recognizing and leveraging this new wave.

The Evolution and Future of Rewarded Advertising

What’s driving the shift towards rewarded advertising?

Necessity is a major factor. The evolving iOS market has pushed marketers to test and adapt new solutions, revealing the true value of rewarded ads. Additionally, rewarded solutions have evolved from one-off rewards to deeper engagement funnels, exemplified by Playtime from the start.

What do you foresee for the future of rewarded advertising?

Mobile gamers now expect a value exchange for their time and attention, whether through rewarded videos or continuous engagement rewards like Playtime. Rewarded gaming ad solutions will become ubiquitous, benefiting all parties. Users receive free rewards, advertisers gain a highly engaged audience, and developers boost user engagement while monetizing effectively.