Chat app Kik has appointed MediaBrix to help it grow its Kik Points rewards program, in which users can earn points by completing activities on Kik, such as watching a video or downloading a sticker pack. Users can then redeem points for digital goods such as emojis.

Kik has a global audience of 240m who average 35 minutes per session. Through the partnership, MediaBrix aims to provide a seamless integration of brand messaging within the app environment that is respectful to the user experience. Kik Points provide value to users in exchange for engagement, be it video views or another call to action, and because the user is in control, interacting with ads becomes a more entertaining experience, creating positive sentiment for brands.

Though in-app advertising spending is projected to outpace mobile web spending nearly three to one this year, according to eMarketer, messaging apps remain a largely untapped medium. And. MediaBrix notes, advertisers looking to engage with the projected 1.1bn new messaging app users by 2018 (Internet Trends Report) must do so with care.

“Messaging apps like Kik are the future of communication and entertainment for the next generation, and the audience they reach has become highly coveted by marketers,” said MediaBrix CEO, Ari Brandt.“But that same audience is highly sensitive to disruptive advertising, so choosing partners who can facilitate brand engagement in the right way on their platform is critical.

“Together with Kik, we can empower brands to interact with a hard-to-reach audience of teens who are spending more time on mobile devices than any other medium, but who are easily turned away by disruptive ads. We’re excited to work with Kik to turn brand advertising into an additive and rewarding experience for its users.”

Josh Jacobs, president of Kik Services, said user experience is Kiks number one priority. “MediaBrix shares our vision that advertising should be seamless and non-disruptive, no matter what,” said Jacobs. “Based on initial results, we’re excited this partnership will provide fun and engaging content that will lead to meaningful brand interactions rather than just pushing traffic to a website.”