Apple's Decision to Ban Reward-Based App Advertising Could be a Good Thing
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At first glance, Apple’s move to ban app producers and publishers from incentivizing their audiences to share, click and act seems like a strike against the ability of app makers to achieve growth. Who is Apple to say how rewards are earned?
But after some thought, I dare say Apple’s ban on apps offering rewards for viewing videos or sharing via social channels — also called “incentivized advertising” — is a much-needed correction that will make in-app advertising a stronger and more effective tool for brands, regardless of what Apple’s motivation for doing so may be.
While incentivized ads by themselves aren’t necessarily bad, the way they’ve come to be used lately has gotten out of control. Several problems come to mind. First and foremost is the relevancy problem. With little to no insight into the person viewing the ad, often the action demanded for the reward has little relevance to the user. (For example, check out Peter Kafka’s anecdote on makeup tips).
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