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 if advertisers increase their bid rate, which can be highly advantageous during peak seasonal periods. Simply raising bids by $1 to $1.50 can increase visibility and conversions. This action creates a feedback loop that maximizes conversions and, by extension, eCPMs.
It’s common knowledge throughout the advertising world that consumers spend more money and time on mobile devices during peak seasonal periods, such as holidays. In fact, in the holiday season, we typically witness a 20% increase in average sessions per day across our network. That means that mobile advertisers can take advantage of Currency Sales too! By raising bids or opting for especially enticing promotions, advertisers can radically increase conversions over the period.
One pro-tip is to tailor your Currency Sale offer to the season. The Tapjoy Offerwall gives advertisers the ability to A/B test offer instructions, so you can let data be your guide for future Currency Sale periods. Perhaps, around Valentine’s day, consumers will respond better to a heartfelt video than a product gallery. You can also test-drive different promotions — for instance, you may find that during around Black Friday, consumers respond especially well to a buy-one-get-one offer. If you’re not sure where to begin, our mobile advertising experts are here to help!
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. Contact our team to learn how you can reap the benefits of Currency Sales on an ongoing basis.
Looking to brush up your mobile marketing fundamentals? Take a look at our strategy article, “In-App Advertising Cost – The Complete Marketer’s Guide”.