SAN FRANCISCO — December 11, 2017 — Tapjoy, the Maximum Impact Platform™ for mobile advertisers and app developers, announced today the launch of two innovative features to its industry-leading advertising offerwall: Custom Exchange Rates and Permanent Currency Sales. The new features expand upon the already sophisticated capabilities of Tapjoy’s Offerwall Plus and enable app developers to maximize ad revenue by customizing their monetization strategy for different user groups.
The features were released in conjunction with Tapjoy’s latest Maximum Impact Report, “Tips to Maximize Offerwall Revenue During the Holidays.” Offering best practices on how to integrate, promote and customize in-app offerwalls during the holiday season, the complete report can be downloaded from Tapjoy’s website at tapjoy.com/MaximumImpactReport.
The report also reveals insightful data on the impact an offerwall has on application revenue. Aside from generating incremental ad-based revenue, offerwalls typically help publishers increase In-App Payment (IAP) revenue as well. Recent data from Tapjoy’s publisher network shows that in-app spend per user increased an average of 172 percent during the first week after their initial offerwall engagement. Tapjoy’s data also revealed that apps monetizing via rewarded video ads alone generate about half the revenue per unique ad viewer (ARPDUV) as apps that monetize through both videos and an offerwall combined.
Tapjoy’s Offerwall Plus features thousands of opt-in, rewarded advertisements from hundreds of leading brands and trusted partners, allowing app users to earn free virtual currency by engaging with the ads of their choice. The new features in Offerwall Plus include:
Custom Exchange Rates
Tapjoy’s new Custom Exchange Rate feature allows app developers to easily set different levels of rewards for different user groups. For example, a developer may offer new users 100 coins for watching a video trailer, but provide a more mature user 200 coins for the same action. Custom exchange rates help sustain ad monetization as users progress in the game and require more currency for higher value items. This encourages ongoing user engagement, provides more time to convert players into paying users, and prevents currency inflation by enabling publishers to avoid raising payouts across the board.
Permanent Currency Sales
Tapjoy now makes it easy for publishers to implement rules-based currency sales that target specific user groups on an ongoing basis. Currency sales are promotions in which users are given the chance to earn more virtual currency than usual for every ad they engage with for a limited time. With permanent currency sales, publishers can target specific user segments and automatically offer the promotion if a user meets certain criteria. Permanent currency sales can be used to achieve a number of objectives, such as incentivizing user loyalty, shortening time to conversion for new users, or re-engaging offerwall “churners”. For example, publishers could offer a special promotion only to users who have downloaded the app within the last three days, or those who have failed to engage with the offerwall for the past two weeks, or loyal users who have consistently engaged with the app every day for the past week.
Research published by Tapjoy in the new Maximum Impact Report demonstrates the significance that running a currency sale can have on publisher revenue. PONOS, publisher of the hit app Battle Cats, conducted a case study in November, 2017 which found that participating in a 3-day long weekend currency sale led to a 4x increase in average daily revenue, followed by a sustained lift of 89% during the week following the sale (compared to the week before the sale)
“We found that temporarily increasing our virtual currency exchange rate not only led to a significant boost in ad revenue, but also proved to stimulate the app’s economy and drive a sustained lift in ad conversions,” said Yuta Nozowa, Chief Marketing Officer of PONOS. “Tapjoy’s Offerwall Plus makes it easy for our team to experiment with different currency sale exchange rates and user targeting to consistently drive optimal revenue for our apps.”
“If you look at some of the most savvy developers in the freemium space, you’ll see that they’re monetizing through both video and offerwall,” said Ben Chen, SVP Developer Relations at Tapjoy. “Your most engaged users are looking for premium rewards to help them progress through the game, which offerwall helps them unlock. As a developer, you win by having both integrated.”
Tapjoy’s Maximum Impact Platform™ provides mobile engagement and monetization services for leading advertisers and app developers. Advertisers rely on Tapjoy’s diverse suite of rewarded Interplay™ ads including video and rich media to impact performance. Developers utilize our technology and mobile expertise to acquire and monetize users. The Tapjoy SDK is currently embedded in over 20,000 mobile apps, reaching 600 million monthly active users. A 2016 comScore™ study confirmed Tapjoy Interplay ads deliver an unprecedented 3x lift across all brand metrics. The company works with Fortune 500 brands and the Top 200 grossing app developers. Founded in 2007, Tapjoy is a global organization with more than a dozen offices worldwide and is headquartered in San Francisco.
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Fluid PR & Communications
matt @ fluidspeak.com
VP of Marketing
emily.mcinerney @ tapjoy.com