Case: rewarded ads flopped on a content site
Wrong-tool lesson. Tools/calculator site, n=1, 28d. Added an opt-in rewarded video (watch ad → unlock feature), borrowed from gaming.
Opt-in rate 6%
Rewarded RPM contribution +$0.30 (negligible)
Support tickets ▲ (users confused by the gate)
Rewarded works where users crave a virtual reward; content readers don't. The format mismatch made the funnel collapse at opt-in.
So what: format must match user motivation, or RPM lift is rounding error. ▲1.4% (removed)
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Case: rewarded ads flopped on a content site
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