Rewarded video is an ad the user asks for. They are offered a deal, watch a short video and receive something in return, and they decide whether to take it. That opt-in nature is what sets rewarded video apart from ads that interrupt. Users trade a little attention for a reward they want, which is why the format is both well-liked by players and valuable to advertisers.

How it works

The format appears at natural decision points: a player runs out of lives, wants to double their coins, or needs to unlock the next level. The app presents a choice, watch a video for the reward or skip it. If the user opts in, they watch a clip, usually fifteen to thirty seconds, and the reward is granted on completion. Because the advertiser only reaches users who chose to watch, attention and completion rates run high, and that supports strong pricing measured through CPV (Cost Per View).

Rewarded video vs. the offerwall

Rewarded video and the Offerwall are cousins in the world of Incentivized Traffic, but they reward different depths of engagement. Rewarded video gives one fixed reward for a short view. An offerwall presents a menu of offers with a wide range of values, some far larger than any single video could justify, because they ask the user to complete a bigger action like reaching a level or trying a new app. One is a quick, repeatable top-up; the other is a catalog of larger opportunities.

Why publishers use it

Rewarded video reliably posts a high eCPM because completion is near-total and the audience is engaged. It also protects the experience: since users opt in, it rarely drives the frustration that forced ads can. That makes it a dependable layer in an app's monetization, particularly for free-to-play games where most players never spend money directly.

The format works best when the reward is woven into the game's own economy. Offering a player currency exactly when they need it, or a second chance right after they fail, turns the ad into something that feels helpful rather than intrusive. Placement and timing matter as much as the video itself, because a well-timed offer earns a yes and a poorly timed one trains the player to ignore the prompt.

Where the offerwall fits alongside it

Because rewarded video caps out at the value of a short view, publishers pair it with an offerwall to capture users willing to do more for a bigger reward. The two formats sit at different points on the same spectrum of incentivized engagement: the video handles fast, frequent rewards, and the offerwall handles higher-value completions. Running them together means a publisher earns from the quick moments and the deep ones, without pushing either on users who do not want it.

Common mistakes to avoid

• Overloading the same reward moments, so users feel nagged rather than offered a genuine choice.

• Setting rewards too high, which can unbalance the in-game economy and cut into purchases.

• Treating rewarded video as a full strategy on its own, rather than one layer beside formats like the offerwall.