June 14th, 2016

Double Your Conversions With Contextual In-App Placements

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[:en]Tapjoy’s Contextual Placements can drive eye-opening improvements in your game’s engagement, conversions and long-term retention by showing the right content, to the right user, at the right time. In fact, a recent case study we did with a popular arcade game showed that with just one contextual placement, we were able to double both the reach of the campaign and the number of users that converted.

So imagine what the impact would be if we added more than just one contextual placement. Fortunately, you don’t have to. In another study, the publisher of a top action game added 31 Contextual Placements into its app, including several IAP promotions, engagement messages and rewarded advertising offers inserted into natural breaks in the action, app launch, stage complete and other contextual moments. The performance hike in this case was remarkable: the number of users the promotions reached went from 4% to 70%, while the conversions went from 3% to 54% — an average increase of 17x!

When inserting Contextual Placements, the goal is to deliver a message at the exact moment that players need help or information. With that in mind, here are several areas ways that Contextual Placements can boost your KPIs: 

Open the Door to New Experiences

For content in your game that is gated by level or a pay requirement, it can be beneficial to offer an alternative entrance. Users who attempt to open gated content may appreciate a rewarded video or an offer giving them limited-time access.

Cue a Refill When Needed

Paying players are well aware of the points that they run out of currency. Don’t just tell them that their wallets are empty: try reminding them of any active sales or introducing an alternative way to earn currency, such as an offer.

Fill the Empty Spaces

For games with that are level-based or have timers gating gameplay, a lull in action may be just the right time to pop up a message. This can happen on top of results screens, or after a significant delay in player input. Full screen interstitials are particularly useful at these points.

Catch Exiting Users

When players haven’t opened the app for some time, an automated push notification may help bring them back. Before this happens, though, users often show signs such as less frequent logins. A targeted promotion or reward may keep these users from falling through the cracks. These promotions can also apply to users who bail out of the purchase funnel, especially if the promotion offers a substitute for real money payment.

Lift Them Up When They’re Down

If a user has failed a level, lost a game, or come out on the wrong end of a Player-versus-Player battle, that is the perfect time to serve a message that says something along the lines of, “Increase your chances next time with a [boost/power-up/upgrade/etc.].”[:]


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