Consumers want in-app rewards for viewing an ad, according to analysts responding to several recent surveys. "Consumers are telling us that standard banner-based advertising on mobile isn't what they want, but that ad sponsored in-app rewards, or incentivized ads, are a more logical and effective way to connect with them," says Tapjoy's Patrick Seybold. A Kiip survey showed that offers led to higher engagement rates for brands such as Pepsi, which included coupons in ads.