Offerwalls are a significant part of the freemium mobile ecosystem, and with good reason. Not only do they increase the revenue potential of in-app monetization strategies, but they also maximize engagement by placing control of ad deployments directly in users’ hands. These simultaneous benefits are driving developers to integrate offerwalls in their apps, most notably in the mobile games space.
That being said, all offerwalls don’t have the same revenue-driving potential, or offer the same value to your users. Tapjoy, for example, offers a wide range of customization options that can help you create engaging, native offerwall experiences. If you want to enhance the potential of your offerwall, keep the following considerations in mind:
Whether designing an app or integrating an offerwall, developers must always keep their audience in mind. Different markets will have different tastes and expectations in what rewards an offerwall provides. For example, are you targeting a demographic that will exclusively use rewarded advertising? Or will they be inclined to use in-app purchases in tandem? This knowledge will inform how the offerwall is presented and which rewards users may access.
Developers should always consider audience demographics such as age, gender, and region when preparing an offerwall strategy. Geographic distribution is particularly important, as each country will have unique policies for the management of virtual currencies. These will all need to be taken into account before a global launch. You will also want to consider the behavior of users within your app category. For instance, mobile gamers may be more primed for offerwall engagement, needing less encouragement from in-app messages.
Offerwalls are unique, as self-serve portals for rewarded ad engagement, but functionally, they operate like any other ad placement. The same principles on which developers rely to place interstitial ads apply to offerwalls. For example, you might place links to the offerwall at different points of the gameplay loop — popular examples include:
Some of these placements drive higher conversions than others. The home screen is a particularly strong point for ad placement, while app launch is generally less effective. Regardless of your decision, it’s important to consider where users will encounter the offerwall — including whether it will have multiple access points within the app.
Most offerwalls distribute virtual currency as a reward, which can be exchanged in-app for various bonuses. This currency will influence both user engagement and monetization initiatives for the app — so it’s essential to consider how that currency will be managed.
Virtual currency is intertwined with the functions of an app itself, sparking many additional questions for developers. Here are just a few of the most important ones:
If you intend to offer special promotions for your virtual currency, management becomes even more complicated. Special promotions are one of the easiest ways to attract attention to your offerwall. A prime example is seasonal currency sales — for example, you may set up a Black Friday promotion that doubles your users’ offerwall rewards during a 24 hour period.
Unlike some rewarded advertising formats, offerwalls tend to be opened manually instead of deploying automatically. This ensures that the user experience is not disrupted and maximizes overall engagement. That being said, developers should still offer periodic notifications that remind users about the offerwall’s benefits.
As with all in-app messages, push notifications, and alerts, the key question is how frequently the offerwall should be promoted. While you don’t want users to forget about offerwall features, you also don’t want to message so often that it disrupts the gameplay experience. As a general rule, mobile apps should inform players as new offerwall deals become available. Here are a few other common scenarios in which the offerwall may be promoted:
Finally, don’t forget to consider the notification format. Developers can reach players through either in-app messages or out-of-app push notifications if the latter is enabled.
Different offerwalls may provide similar rewards — or even identical advertisements — but they can still have their own unique look. Tapjoy’s offerwalls, for example, let developers customize offerwalls with a variety of visual characteristics. Developers can changes offerwall colors, add a custom virtual currency icon, and even add a branded header image to make it feel like a part of the app. These features provide a more native advertising experience for the user.
In the mobile space, native advertising refers to ad content that either mimics or is built into the UI of the app itself. It’s an important detail because many customers are more willing to engage with offerwalls and ad content that reflect the visual features of the host app.
As offerwalls become increasingly common across the in-app ecosystem, it’s crucial to ensure that yours stands out. By considering your chosen audience, placement locations, virtual currency details, and more, you’ll be better equipped to maximize their impact. If you’d like to take the value of your offerwalls even further, reach out to Tapjoy’s offerwall experts today!