Summer may have just begun, but it won’t be long before the back-to-school shopping season kicks in. Any marketers promoting fall clothing or classroom supplies should be getting ready to utilize the most effective ad channels. Tapjoy surveyed more than 4,000 mothers in the US and EMEA about their back-to-school purchasing behaviors and mobile gaming habits. The research proves that mobile games are high on the list of effective ways for marketers to reach parents in advance of the back-to-school rush. We found that the vast majority of mothers with 6-17 year old children play mobile games on a daily basis — often exceeding other app categories. What’s more, their smartphones play an essential role in shopping for back-to-school supplies.
As noted in our report, majority of respondents intend to purchase back-to-school items this year. More specifically, the biggest in-demand items include clothing, classroom supplies, electronics, backpacks & lunch bags, arts & crafts, and snacks. The most important purchasing incentives behind these products include:
So what does this have to do with mobile gaming? Well, it turns out that mothers spend an average of 80 minutes each day playing mobile games, the majority of which feature opt-in advertising placements like offerwalls and rewarded videos. Approximately 68% of respondents play while relaxing at home, while 45% would delete social media apps before giving up their mobile games. Combined, these figures represent an ideal opportunity for marketers to reach mothers during the back-to-school season.
That’s just a sample of what Tapjoy’s back-to-school study covered. For more results, you can download the full report. Don’t forget that Tapjoy’s mobile advertising experts are available to help you reach mothers during the busy back-to-school season!
As a pioneer of value-exchange advertising, we’re intimately familiar with the benefits of rewarded ads. They allow publishers and developers to derive value from the majority of users who don’t convert on IAPs while stimulating engagement within their in-app economies.
Better still, advertisers get the opportunity to connect with receptive audiences who know that rewarded ads help developers create the content they love. It’s a powerful cycle that can be made even more so by introducing greater value at appropriate times.
That’s why Tapjoy gives developers the power to run Currency Sales in their in-app mobile offerwalls with the flip of a switch. By offering greater volumes of in-app currency in exchange for the same amount of time and attention, players get more currency to spend on engagement, advertisers deliver more impressions, and developers earn more ad revenue.
Like any other product-based commerce model, sales allow retailers (in this case, app developers) to earn more revenue by offering products to their customers at a reduced price for a finite period of time. The increase in perceived value generates greater demand, hopefully resulting in net-positive revenue gains despite the lower price point. It’s a commercial phenomenon known as lift and has become a core facet of mature commercial markets like consumer packaged goods or ecommerce.
Mobile games and apps are no different. The product being put on sale is in-app currency, and the discount being offered is a greater volume in exchange for an equal amount of their time and attention. If an offerwall placement typically offers 100 redeemable points to viewers, it might instead award 150 or 200 points during a Currency Sale. This incentivizes more ad impressions, introduces more currency, and stimulates the app’s internal economy.
To start a currency sale, developers can simply initiate one via their Tapjoy dashboard. Currency Sales are always activated at the developer’s discretion, although a Tapjoy monetization expert can work with you to suggest historically profitable timeframes and discounting practices based on our years of experience. Most successful currency sales are tied to seasonal events like Christmas or Spring Break where users have more leisure time than usual. Culturally significant events for your community are also great opportunities to run Currency Sales, like a game’s anniversary or recent content update.
From the user’s perspective, they will instantly earn more in exchange for the same rewarded activities. This drives users to engage with a higher volume of rewarded ads to maximize the benefit of their session time, resulting in more ad revenue for developers.
The goal of a Currency Sale is to encourage users to convert on more ads in exchange for greater rewards. When a currency sale is successfully marketed and optimized, this generates a lift in ad revenue and can even result in higher in-app purchase sales due to the boost in economic activity.
While developers technically take less revenue from the conversion-to-reward ratio during a Currency Sale, the higher number of conversions ensure they earn a net-benefit. Our clients typically report lift figures of 20% to 80%, with some seeing even higher gains.
These benefits are enhanced further when advertisers increase their bid rate, which Tapjoy promotes on behalf of our developers during peak seasonal activity times. Simply raising bids by $1 to $3 can drive significant visibility for the app in the marketplace. This action creates a feedback loop that maximizes in-app sales, conversions, and overall marketplace exposure.
Currency sales are a win-win marketing strategy for developers, advertisers, and users. Tapjoy’s market research shows that mobile players are more willing to engage with mobile ads during the holidays.
If you’d like to start increasing ad revenue in your mobile game and app portfolio, contact our mobile monetization experts to get started.
Looking to brush up your mobile marketing fundamentals? Take a look at our strategy article, “In-App Advertising Cost – The Complete Marketer’s Guide”.
Mobile gaming has officially gone mainstream, and a new report from App Annie suggests it’s also quickly becoming a market force to be reckoned with. The new 2019 State of Mobile Games report contains a wealth of insights for advertisers and developers.
Here are just a few of the study’s most compelling findings:
Users worldwide play roughly two to five games each month, and that number gets even higher in areas with higher smartphone adoption. In the United States, for example, Americans play four or more games per month, and have eight games installed on average. At the same time, emerging smartphone markets are driving an increase in mobile game download rates. Outside of established markets like China or the US, India and Brazil are becoming major gaming centers — a statistic reinforced by Tenjin’s recent hyper-casual report.
One particular insight worth noting is that downloads and consumer spend are directly correlated. Android’s Google Play storefront accounts for 74% of global downloads, while Apple’s App Store represents 64% of global monetization. This suggests that Android devices are ideal for freemium in-app advertising, while Apple devices are well-suited to IAP-based monetization.
Perhaps the most important insight is that mobile gaming isn’t slowing down. Overall engagement is increasing by 10% year-on-year thanks to a growing consumer base and existing gamers who spend more time in-app. The hyper-casual market is one of the most significant drivers of this trend, suggesting there is an opportunity for low-cost games which drive revenue through advertising.
The full App Annie report highlights additional details, including the most popular genres by region and China’s impact on this growing market. Once you’re finished reading, don’t forget to check out Tapjoy’s Modern Mobile Gamer persona ebook for even more insights.