Dive summary:

• Current media have made using incentives a marketing essential with consumers’ ability to skip or avoid advertisements.
• Consumers that opt-in to an advertisement are 95% more likely to watch a video advertisement for 30 seconds.
• Using incentives recognizes that consumers have the power and gives them the power to choose their interests.

From the article:

Traditional methods of advertising are firmly entrenched in our culture, and they won't change overnight. Online media, however, is not standing still. The more advertisers are exposed to the results of incentivized campaigns, the quicker they become believers. Look for this momentum to continue and for incentivized advertising to become mainstream in the near future.