Adpoints has launched the mobile version of its incentivised ad service, in partnership with the Nectar loyalty scheme.

Adpoints rewards users with Nectar points for watching video ads in their entirety, and for answering questions afterwards.

The idea is that Nectar subscribers will actively seek out ads by choosing to visit the site, driven by the value exchange model which Adpoints argues ensures a viewers are willing and engaged.

“Mobile video is vital to the future of advertising, but as people spend more time on their mobile devices, advertisers will increasingly vie for finite viewer attention,” said Adpoints CEO Martin Pugh. “We live in an age where people can choose to watch or avoid ads as they wish, and as such, the reality for advertisers is that there’s no guarantee that their ads have been seen or how it was received by consumers.

“What’s needed is a transparent and honest deal between the advertiser and consumer. That’s why we launched Adpoints and why we’ve expanded across to mobile, so that consumers can engage with ads of their choice, in their own time, and advertisers can enjoy 100 per cent viewability and engagement.”

Since Adpoints launched on desktop in 2012, its service has attracted 400,000 users.