Discord - Video Quests Launch
Discord's introduction of Video Quests signifies a shift from its traditional ad-free environment, aiming to balance revenue generation with user experience by making advertisements both optional and rewarding.
The standout feature of this campaign is its user-centric approach: ads appear as a dismissible "Quest bar" at the bottom of the screen, and users can choose to engage with them to earn rewards, ensuring that advertising remains optional and rewarding.
The primary audience includes Discord's 200 million monthly active users, particularly those interested in gaming and digital customization, who are likely to appreciate earning rewards through minimal engagement.
TARGET AUDIENCE
About the
Campaign -
Discord's introduction of Video Quests signifies a shift from its traditional ad-free environment, aiming to balance revenue generation with user experience by making advertisements both optional and rewarding.
Core Theme of the Campaign -
1. User-Optional Engagement: Ads appear as a "Quest bar" that users can dismiss or engage with, maintaining control over their experience.
2. Reward System: Engaging with Video Quests allows users to earn rewards such as avatar decorations and in-game items, adding value to their interaction.
3. Mobile Expansion: Following successful implementation on PC and consoles, Video Quests are now being introduced to Discord's mobile app, broadening advertiser reach.
4. Non-Intrusive Design: The Quest bar is designed to be unobtrusive, appearing at the bottom of the screen and only expanding into a full-screen video upon user initiation.
5. Revenue Diversification: This move represents Discord's strategy to diversify revenue streams beyond its Nitro subscription service, aiming to balance ad revenue with subscription income.
6. User Privacy Considerations: Users have the option to hide in-app promotions or opt out of personalized promotions, addressing privacy and personalization preferences.
7. Advertiser Opportunities: Brands can leverage Video Quests to showcase trailers, make impactful announcements, and highlight premium content to a highly engaged audience.
8. Potential IPO Preparation: The introduction of mobile ads comes amid speculation about Discord's potential initial public offering, indicating efforts to enhance monetization strategies.