  In an effort to combat ad annoyance in mobile apps, publishers have
introduced a new ad format called "Incentivized Advertising" or "Rewarded
Advertising", whereby users receive rewards in exchange for watching ads. There
is much debate in the industry regarding its' effectiveness. On the one hand,
incentivized advertising is less intrusive and annoying, but on the other hand,
users might be more interested in the rewards rather than the ad content. Using
a large dataset of 1 million impressions from a mobile advertising platform,
and in three separate quasi-experimental approaches, we find that incentivized
advertising leads to lower users' click-through rates, but a higher overall
install rate of the advertised app.
  In the second part, we study the mechanism of how incentivized advertising
affects users' behavior. We test the hypothesis that incentivized advertising
causes a temptation effect, whereby users prefer to collect and enjoy their
rewards immediately, instead of pursuing the ads. We find the temptation effect
is stronger when (i) users have to wait longer before receiving the rewards and
when (ii) the value of the reward is relatively larger. We further find support
that incentivized advertising has a positive effect of reducing ad annoyance --
an effect that is stronger for small-screen mobile devices, where advertising
is more annoying. Finally, we take the publisher's perspective and quantify the
overall effect on ad revenue. Our difference-in-differences estimates suggest
switching to incentivized advertising would increase the publisher's revenue by
$3.10 per 1,000 impressions.
