If you’ve been watching the evolution of video advertising, you’ve likely noticed a growing fatigue among audiences. Completion rates are dropping, banner blindness is at an all-time high, and skip buttons get hit faster than you can say “pre-roll.”

But what if we told you there’s a format that consistently hits 80–90% completion rates, earns first-party data, and creates a meaningful value exchange between publisher, brand, and viewer?

That’s exactly what Rob Janes, Head of Product at AdButler, and Chris Gale, Founder of ViewFi, unpacked during their recent webinar. Their conversation pulled back the curtain on why rewarded video is more than a buzzword—it's a strategic, data-driven path forward.

Why Publishers Need to Rethink Loyalty

Most publishers are playing catch-up when it comes to community-building. They’re still relying on outdated formats like email newsletters or hard paywalls to drive loyalty. But in a post-cookie world, where attention is fragmented and users expect something in return for their time, rewarded video offers a different path.

“Building community is so important today,” said Chris. “It’s not just about engagement—it’s about loyalty, rewards, and giving people access to something exclusive.”

That might look like:

• Gated premium content (unlocked after a short video)
• Loyalty points tied to watch behavior
• Shoppable videos with instant coupon codes

The Problem: Traditional Video Ads Are Losing Their Grip

“We’ve gone from 60-second spots, to 30, to 20... just to keep people watching,” Chris said. “But that’s counterproductive if your goal is to actually sell something. Shorter videos don’t always mean better performance.”

Instead of shrinking the story, ViewFi decided to reshape the experience entirely. Drawing inspiration from mobile gaming—where users voluntarily watch videos in exchange for gems, coins, or in-game items—ViewFi reimagined rewarded video for publishers and brands alike.

A New Format for a New Audience

Rob’s take? The content landscape has changed radically, and Gen Z isn’t playing by the old rules.

“My 5-year-old doesn’t even watch TV,” he shared. “He’s on Roblox or YouTube. He knows how to skip an ad before he can even read. But when there's something in it for him—like a reward—he’s not just watching, he’s engaged.”

That behavior isn’t unique to kids. The idea of a value exchange—where the user receives something in return for attention—is now the baseline expectation. Whether it's in gaming platforms like Roblox or new ad formats on Discord, rewarded video is proving that users will engage... if you respect their time and attention.

First-Party Data Is the Real Prize

Beyond attention and engagement, rewarded video unlocks something even more valuable: first-party data.

“This isn’t just about higher CTRs,” Chris said. “With ViewFi, publishers and brands own the data. We're just the processor. It's fully GDPR and CCPA compliant. The data goes straight into your CRM.”

That means publishers can:

• Build segmented email lists
• Personalize future experiences
• Create remarketing audiences
• Prove ROI with full-funnel analytics

And because it’s opt-in, users willingly hand over that data in exchange for value.

Why Rewarded Video Works

Rewarded video flips the script. Instead of forcing ads onto users, it offers them a choice. Watch a video, get a reward. Simple. And powerful.

ViewFi and AdButler are making this format available across verticals—from retail to publishing.

“For e-commerce, it’s a no-brainer,” Rob said. “Watch a video, get a discount code. But we’re also seeing traditional publishers come around. Instead of a hard paywall, you offer readers access to premium content in exchange for watching a 15-second ad. It’s a win-win.”

Real-World Use Cases

Entertainment + UGC:

Fashion brands like Adidas are integrating rewarded videos into platforms like Roblox and Fortnite, offering digital swag as rewards. These rare, gamified items drive massive engagement.

Corporate + Coffee:

Even traditionally “boring” sectors like insurance are succeeding. One life insurance campaign paired a 3-minute explainer with a Starbucks voucher—and saw a 75%+ completion rate.

Exclusive Experiences:

From backstage passes to meet-and-greets, ViewFi enables publishers and brands to offer “money-can’t-buy” rewards that resonate with superfans and niche communities.

PMP Monetization:

Smaller publishers can monetize with curated programmatic deals (PMPs) that match video ads with high-intent audiences—without relying on open auction.

“You're not just watching a video—you're unlocking an experience,” Chris said.

Publishers Are Sitting on Premium Inventory — But Many Undervalue It

One of the most overlooked advantages publishers have today? Their audience. Not just size, but specificity.

You know who’s reading your content, what they care about, and how often they return. That’s gold—especially in a world where third-party cookies are fading and advertisers are craving authentic engagement.

“If you have really good content, people will come—and the advertisers will come too,” said Rob Janes from AdButler. “But too many publishers undervalue their own inventory.”

ViewFi lets publishers capitalize on this by delivering curated rewarded video experiences. Not random incentivized placements that feel off-brand—but intentional campaigns aligned with your audience and vertical.

The Open Market Isn’t Dead, But It’s Changing

There’s been some hesitation from publishers around rewarded video—often stemming from past abuses in open-market environments where users were paid to watch dozens of ads just for gift cards.

With ViewFi, publishers fully control the format, rewards, and data. And if you do want to run programmatic, you can still do it—just smartly.

“The open auction isn’t dead, but it’s evolving,” Rob noted. “Private marketplace (PMP) deals, curated inventory, and direct relationships are becoming the norm—and rewarded video fits naturally into that.”

Programmatic doesn’t have to mean a race to the bottom. Done right, it means matching your valuable audience with the right advertisers—without sacrificing user experience.

Easy Tech: You Don't Need a New Stack

“If you’re already using AdButler, you can literally just drop in a ViewFi tag,” Rob said. “It’s already integrated.”

Even if you’re not using AdButler, ViewFi is platform-agnostic and built to integrate easily. You don’t need your own video player. You don’t need to rewrite your ad stack. It’s as simple as:

• Paste a third-party tag
• Customize the reward experience
• Start collecting views and data

The Future Is Curated, Gamified, and Personalized

Kids today don’t ask for bikes for Christmas. They ask for Robux and Club Penguin igloos. They live in UGC worlds like Roblox and Fortnite—and they expect every online experience to be interactive, personalized, and rewarding.

“Websites will start to look more like Roblox worlds,” Chris predicted. “They’ll be less static and more immersive—and that’s what younger audiences are already expecting.”

As augmented reality and smart glasses become mainstream, users will consume publisher content on-the-go, right from their lenses. That makes rewarded engagement even more valuable—because it’s fast, personal, and portable.

At the same time, Rob pointed out a market shift from open auction toward curated PMP (private marketplace) deals:

“Advertisers don’t want random eyeballs—they want trusted, brand-safe environments. Rewarded video gives publishers the control to deliver exactly that.”

Whether you're a publisher, brand, or platform—rewarded video is built for the future of engagement. Let's talk and explore View-fi.