All Digital Rewards discussed prepaid cards as a promotional format in December 2015, looking ahead to customer incentive programs in 2016. The provider linked the format with brand visibility and giving recipients control over a defined amount of reward value.

The article covered physical cards and digital codes, and distinguished a reward associated with one retailer from a network-branded payment product. Its stated aim was to make the promotion straightforward for customers to use.

Company branding was a central part of the argument. ADR said a branded card could continue to display the business’s identity when used, extending the recognition beyond the initial delivery of the reward.

The commentary also discussed reloadable products as one possible format, alongside the usefulness of a funded balance for planned spending. These features depend on the selected card program; the article did not specify an issuer, fees or a new product launch.

ADR’s recommendation was directed at businesses choosing incentives for rebates, customer rewards and corporate recognition. It was promotional guidance about card selection and presentation, rather than the release of a new market research study.