Kellogg’s has teamed up with loyalty scheme Adpoints, which allows Nectar card holders to earn points for watching ads online.

Users are shown ads based on demographic information, or can select ads to watch from the Adpoints website. They can collect additional points by answering questions about the ad once it has finished, or by clicking through to the brand’s website.

Kellogg’s will be able to see how consumers rate their ads and quiz them about ad recall, brand awareness, sentiment and purchase intention.

A trial between November 2011 and February 2012 showed that more than 90% of all consumers watching ads answered questions at the end of the ad.

“Our collectors have a hunger to be rewarded by viewing adverts,” said Nectar marketing director James Frost.

Kellogg’s receive metrics detailing ad views, profiles of consumers who selected their ads, and click-throughs.

“Advertisers are delivered strong viewer engagement to reach, qualify and convert large target audiences,” said Adpoints CEO Jason Froggett.