#USA #Madison, Wisconsin #Unilever #Fetch #Rewarded Video

Fetch's New Rewarded Video Experience

Fetch, a leader in consumer engagement technology, has recently unveiled its pioneering rewarded video experience, uniquely tailored for consumers during their shopping moments. This innovative approach is designed to enhance brand interaction at a crucial time – when customers are ready to make purchases.

The Concept Behind Fetch Rewarded Video

The rewarded video format is seamlessly integrated into the Fetch app, appearing after users scan a receipt, tapping into a high-intent moment when consumers are already in a shopping mindset. This experience is entirely opt-in, meaning consumers willingly choose to watch branded videos in exchange for Fetch Points. These points are redeemable for various rewards including gift cards, merchandise, or charitable donations.

Initial findings from the rollout of this feature are impressive. Fetch reported a stunning 96% video completion rate and a 9.2 percentage point increase in unaided brand awareness, far surpassing the conventional 0.7% benchmark in the consumer packaged goods (CPG) sector. Furthermore, the opt-in rate for this new video format is 85 times higher compared to traditional digital advertising metrics, indicating a strong consumer interest and engagement.

How it Works

Advertisers can leverage this format to effectively reach their target audiences by utilizing purchase-based targeting, allowing them to connect with consumers demonstrating strong purchase intentions. Payment for these ads is based on completed views rather than mere impressions, ensuring that brands invest in actual consumer engagement.

Phil McDonnell, Chief Product Officer at Fetch, emphasizes that while rewarded media has traditionally been limited to gaming contexts, Fetch's innovative Rewarded Video experience brings this engaging format into everyday shopping scenarios. This advancement opens up new avenues for brands to connect meaningfully with shoppers.

Application for Brands

The advantages for brands using Fetch Rewarded Video are significant. These include:

• - Audience Targeting: Brands can strategically target consumers based on verified purchases.
• - Real-World Integration: This format is placed alongside actual shopping activities.
• - Consumer Engagement: It provides an interactive platform for consumers who voluntarily engage with video content.
• - Outcome-Based Marketing: Brands pay for completed views, enhancing their advertising return on investment.

Early adopters of this innovative format include Unilever, which engaged in an alpha testing phase, utilizing the rewarded video feature to create valuable moments for their consumers during premium video content viewing. Aaron Sobol, Head of North America Media Investment at Unilever, highlighted the importance of implementing agile, commerce-forward marketing strategies that deepen consumer relationships and enhance business performance.

Future Prospects

As Fetch continues to expand this concept, they aim to work closely with partners like WPP Media to increase the reach of Rewarded Video marketing. WPP’s President, Dominick Pace, notes the evolving landscape where consumer attention is a scarce commodity, necessitating that marketers earn engagement rather than presume it. This collaboration will explore new methods to connect with shoppers during moments of high intent through interactive and measurable experiences that align with contemporary shopping behaviors.

About Fetch

Fetch aspires to empower individuals with a rewarding experience that turns mundane activities—like grocery shopping—into meaningful rewards. With over 13 million receipts scanned daily, Fetch boasts a massive retail-agnostic view of household spending, with insights into $212 billion in gross merchandise value. The Fetch app is available for download on both the App Store and Google Play, marking it as a leading venture in transforming consumer engagement through rewards.

In conclusion, Fetch's introduction of the rewarded video experience marks a significant shift in how brands can interact with consumers during their shopping journeys. By offering valuable rewards for engagement, companies can foster a deeper connection with their customers, ultimately driving sales and enhancing brand loyalty.