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Adpoints, the new scheme from loyalty card company Nectar that offers members points for watching ads online, has reached its 7,500 member capacity, but some users had difficulty viewing ads over the weekend.

James Frost, Nectar’s marketing manager, said, “We did have some initial teething troubles with the Adpoints site but they’ve been resolved now, and were partly due to the strong response, which meant we signed up the total for the trial within one day.”

The scheme, which is being trialled over the next three months, allows members to gain Nectar points by watching online ads from selected brands. Additional points can also be collected by filling out short questionnaires afterwards (nma.co.uk 25 November 2011).

Nectar has previously offered collectors the chance to earn points by watching movie trailers, “so this seemed like a logical extension,” said Frost.

The scheme is not initially going to be used to track buying behaviour, however, as some similar initiatives have.

Frost said, “At the moment we’ve no intention to track purchase behaviour linked to the viewing of ads, but its clearly an opportunity for the future.”

However, Adpoints will be able to see the profile of people collecting points based on the information they give when registering on the site.

Stewart Easterbrook, Starcom CEO, said points-based schemes like Adpoints could attract “points hunters”, which could potentially compromise data, as “people tolerate the ads in order to get the points rather than engaging in them”.

“There is significantly higher engagement when people have the option of skipping ads,” he added.

Nectar joined up with Yahoo last year to launch Yahoo Customer Connect in the UK in a bid to get FMCG brands to spend more online (nma.co.uk 12 February 2010).

Cadbury was the first brand to sign up to the scheme, but clients from across the FMCG sector have since joined.

The scheme combines the off-line purchase-based insights from Nectar, with Yahoo’s behavioural targeting technologies and audience, enabling advertisers to measure the impact of online ad spend on offline sales data.

Piers North, Yahoo UK’s head of strategy, said, “This year, with knowledge from our previous campaigns around buying cycles and improved and enlarged data, we have improved the ROI in sales by around 17%. It means that for £1 pound spent on consumer connect, the advertiser is getting around £3.40 back in in-store sales.”

Yahoo is looking to expand the scope of the scheme. “We are also in discussion with some newspapers for 2012, looking at how their online advertising can boost their offline sales, so starting to look outside traditional FMCG brands to all things sold in store,” said North.

Mail Rewards, Mail Online and The Daily Mail’s loyalty scheme, which partners with M&S, Tesco and Morrisons to offer £5 discounts of grocery shopping, free cinema tickets and free meals, has also been used to track purchase behaviour.

The programme, which was launched in June, requires users to buy seven out of eight issues of Saturday and Sunday editions of The Daily Mail over four consecutive weeks to collect a series of numbers. These numbers are then entered into the Mail Rewards website and can be used to track members’ redemptions and purchase behaviour. (nma.co.uk 1 September 2011).

It now claims to have 700,000 members signed up, 400,000 - 500,000 of which were active at the weekend. The target is to reach 1m members by June 2012.

Allan MacCaskill, head of Mail Rewards, said, “It is going to be a core part of our marketing programme going forward. We are getting to understand what members are looking for and we will take those lessons and use that information to launch new initiatives in 2012.”

Mail Rewards’ recently launched Christmas Club has just under 200,000 members and allows more flexibility as there is a longer collection period.

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Published 28 November, 2011 by NMA Staff

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