June 28, 2011
Traditional mobile advertising is all about intrusive banner ads, a model that is super annoying and hasn’t changed at all, even as technology and users’ sophistication has.
Startup Kiip, which we covered last summer and which is pronounced “keep”, is turning mobile marketing on its head by tapping into the popularity of mobile games. The beauty of it is you don’t see the ad until you earn a reward – only when you win it do you get to see it.
Here’s how it works:
When you beat a level or get a high score on the game you’re playing, a pop-up ad appears offering a gift you’d actually want: a free bag of Pop Chips, lipstick from Sephora (OK, only the girls would want that), and, eventually, cars or vacations. Sweet! (Other advertisers include Vitamin Water, 1-800-Flowers, GNC, Carl’s Jr, Hardees, and Dr Pepper.)
Players number around 12 million. If this really catches on, Kiip’s model could truly be revolutionary, as it is estimated there will be 72.8 million mobile gamers in the US this year. That’s a lot of exposure for advertisers!
Have you encountered Kiip’s ads on any mobile games you play? What did you think about it – cool, annoying, something else? Leave us a comment below!
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