Companies Will Reward You for Watching Their Ads? Poles Are Preparing a Revolution

– Real-time personalization is already happening, but it will enter other channels – outdoor, television, audio. Voice ads integrated with Alexa or Siri are only a matter of time. The user will choose what they see and hear. Advertising of the future will be more conscious, localized, ecological and fully tailored to the user – predicts trends in this market Marek Naruszewicz. And he emphasizes that “tokenization” of attention will become the standard.

According to the creators of Seecoin, it is the user who decides who they allow to reach with the message and for what they get a reward. At the same time, advertising would be even more integrated with the experience, plot or gameplay, e.g. in the form of tasks, missions in the game or dynamic scenarios on so-called streams. - And all this in an ecosystem that rewards attention - emphasizes Koprzywa. - The future of advertising is not only technology, it is rebuilding the relationship with the recipient on fair terms - he argues.

“Watch to earn” – what is the new trend?

The founders of the Warsaw start-up claim that there is a visible shift away from traditional media towards digital channels – social media, search engines, portals and Connected TV. In their opinion, the way users perceive advertising is also changing. As they explain, research shows that over 70% of users confirm that thanks to advertising they learn more about a given product or service, and as many as 60% recommend advertised products to their friends.

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– That is why advertisers are investing in solutions that allow them to precisely reach the user, preferably in the omnichannel ecosystem. Expectations of measurability are also growing. Customers want to know how actions translate into sales – explains Naruszewicz.

In his opinion, the era of the passive recipient is coming to an end. "Today, the user wants to be engaged, to participate in a dialogue with the brand, which is why we are developing mechanisms that reward attention. "Watch to earn", gamified advertising - these are directions that allow for creating valuable interactions between the brand, creator and viewer," adds the second founder.