In today’s increasingly crowded mobile gaming space, players are often confounded by choice. Most are content to cycle through the top-ten lists, seldom exploring beyond. In fact, 80-90 percent of mobile apps are abandoned after just a single use — it takes a staggering combination of novelty and utility to win a spot on the home screen. For mobile game publishers, increased stagnancy and competition have driven the cost of user acquisition higher than ever. To compensate, UA marketers and game developers are both prioritizing quality over quantity.
What does quality look like in today’s mobile gaming space? For publishers, it means high fill rates and high eCPMs. For UA managers, it means attracting high-value users whose LTV outstrips the cost of acquisition. Simply put, they want to see a positive return on ad spend (ROAS).
Enter the offerwall. A mainstay of the mobile monetization world, these ad storefronts are once again having a moment. Since their inception, offerwalls have been praised as a premium monetization tactic. Unfortunately, as low-quality imitation products crowded the space, some began to fear that offerwalls negatively impact the user experience. At Tapjoy, however, we’ve stayed loyal to the tenets that have differentiated our offerwall from the beginning:
It’s that simple. And now, new data confirms that the Tapjoy offerwall delivers the best of both worlds for both marketers and publishers and more importantly, our players.
For publishers that rely heavily on advertising revenue, the offerwall provides a way to monetize users who do not make in-app purchases. In every game, there is a segment of users that wants to keep playing, but simply won’t invest in the virtual currency they need to do so. Rewarded advertising is invaluable to this cohort. It’s essentially a free ticket to ride.
Despite being an opt-in ad format, the offerwall still sees high engagement: A staggering 62% of players* who open the offerwall once will do so again. For publishers, offerwalls open a door to unprecedented ad revenue. Moreover, offerwalls lead the industry in eCPMs because advertisers are willing to pay more for the quality users they attract.
*Tapjoy Consumer Survey Data, 2019
Case Study Results:
Our offerwall is optimized for performance marketing. That means that advertisers never pay for impressions — they pay for results. And as results go, our CPE (sometimes known as PPE) product far exceeds the majority of performance ad products available on the market today. In a CPE campaign, players are incentivized to install a game and complete pre-determined milestones within the app. For UA managers, that means the game itself acts as a lure, attracting only those players who actually enjoy interacting with the app. The result is that every completed engagement equates to a quality user.
Case Study Results:
In a recent survey of our global userbase, we asked 16.5K players for their honest opinions on the offerwall. In the process, we uncovered valuable insights to inform our product roadmap — we understand that when players are happy, everyone else is happy too. Here are a few of the responses:
From this data, it’s clear that offerwalls are the definition of a value exchange. For marketers, they offer an opportunity to meet players on their turf and reward them for high-value engagements. For publishers, offerwalls monetize a segment of users that would otherwise not contribute to revenue. For players, the offerwall is a ticket to keep on playing.