Welcome to another mobyaffiliates app advertising guide. Today we’re going to take a thorough examine cross app promoting networks, covering cost per set up CPI, incentivised networks and cross exchanges. Over the last few months, cross merchandising networks such as Chartboost, AppFlood and TapJoy were making some big waves. Earlier in the year Chartboost secured $19 million in new funding and introduced it now reaches 300 million month-to-month active contraptions. We’ve also seen TapJoy getting into non gaming genres and bolster its consulting efforts with developers, while Papaya’s AppFlood platform, that is already driving around 4,000 to 7,000 installs per app per day, is tapping into the potentially lucrative Chinese market.
A picture is beginning to emerge of the app merchandising space and it looks highly prone to be dominated by cross exchanges and CPI. Developers are gagging for more cost effective and less risky avenues to realize users. The more classic networks operating on CPC and CPM may find themselves playing a significant game of catch up. But we’re getting ahead of ourselves. What exactly are cross promoting networks?How do they work?What are the drawbacks?In this guide we’ll try and answer these questions and more.
We’ve also got interviews with all of the major structures, as well as a handy directory of cross promo networks so that you can have a look at. Direct cross merchandising is utilized by a couple of networks. The idea is pretty simple, the community allows two apps to solely show each others’ ads to their users. Everytime you generate an set up to your companions app, you’re allowed to obtain an set up in return. In the case of Chartboost, that is probably the preferable direct cross promotion network up and operating, they leave the specifics totally up to the developer.
So the devs can figure out what number of users they will offer for every other and at what cost if any. Usually direct cross merchandising is free for developers, with the network earning profits by promoting a element of the traffic. Direct advertising networks are great if you’re looking for complete transparency and management when it involves your campaign. However, negotiating with other builders and ensuring that your both getting a fair trade of users can be time drinking. Also these types of networks usually throttle the number of times your ad can be show in a given day. If you want to get more frequency then you ordinarily ought to pay.
A variety of networks, corresponding to Tap for Tap and Taptica, use a credit system to power set up exchanges. Whenever your app generates an install for a person else, you earn a credit. This credit is then spent on the community, enabling one of your ads to generate a down load on your app. The big change among this system and direct cross promoting above, is that you don’t have as much management over where your ad is performing, but you don’t need to spend time negotiating with developers, and also you get a way more varied choice of ads. Tap for Tap told us it suits up ads based on a host for elements, corresponding to category, app rating and comments.
Tap for Tap also says there’s no hard cap on the number of times your ad is shown. Some structures combine their trade solution with a monetisation answer, which serves earnings based CPC, CPM, ads. Developers can then mix and choose the percentage of ads shown that can generate them trade credits, and the ads shown that can generate them income. Slightly alternative to credit exchanges is AppFlood‘s network, which pays much more interest to the value of users and installs. Developers don’t need to strike up direct deals with each other, but are matched instantly and there’s no throttling of installs per day. The largest difference is how AppFlood assigns values to installs, for instance an install coming from India or China can be worth $0.
20, while an install from the US is worth $1. So if a developer provides 5 Indian installs, they’ll get 1 North American install back. Other than this, AppFlood is virtually an analogous as the credit exchanges. Cost per Install CPI networks also fall under the umbrella of cross merchandising. As the name shows, CPI networks mean builders only pay once their app has been downloaded. This is in contrast to CPC cost per click and CPM cost per one thousand impressions.
The advantages of CPI are apparent, as it allows you to better choose your return on investment. The revenue model continues to be pretty small, only 7% of builders are using them in line with Developer Economics, but its becoming fast with many in the industry believing it will become the dominant model for app advertisers. There are still some complications with CPI in terms of attributing downloads and picking out Life Time Value of users which we explain below. CPI is utilized by variety of systems, adding most of the ones stated above, and conventional networks like Leadbolt and Admob have recently jumped on board. Incentivised cross merchandising networks offer users an incentive to download an advertiser’s app.
For instance, a user is customarily supplied with a proposal wall interstitial ad within an app, which permits them access to extra content be it digital currency, in game items etc for downloading the advertiser’s app. This type of community was reasonably pioneered by TapJoy, which has gone on to dominate the market, specifically since Apple banned the apply and lots of networks moved onto other answers. Freemium games in certain have benefited as they offer an easily deployed incentive in the form of virtual foreign money and in game items. Freemium games still proliferate on incentivised networks, but TapJoy has been expanding into non gaming apps recently. Other networks, like Fiksu’s FreeMyApps, have branched out of freemium games by providing users iTunes gift card credits, that can be spent buying content material from the iTunes store. AppFlood’s Justin Mauldin talks app advertising The other advantage to cross merchandising networks specialising in gaming apps is that the networks have developed to become specialists in freemium monetisation.
This has allowed networks to provide developers with consultation features on to how to best monetise their games. Since getting kicked out of the App Store, TapJoy has become incredibly active in the consultation space and aims to help builders understand the realm of freemium economics. This also creates a fairly symbiotic relationship between developers and the networks, as they develop their games to better take advantage of the monetisation approaches provided by the networks advising them. TapJoy’s Brian Sapp on incentivised ads One of the big issues facing cross exchange networks is how you determine a fair exchange. As we discussed above, there are a few alternative kinds of cross promotion networks.
If you’re signing up to direct cross advertising community you then ought to negotiate with one more developer and you have to take responsibility for guaranteeing you get a lot. For instance, it could be wise to understand the demographics of your exchange companions’ userbase. Different areas may have alternative value users – a one for one trade among your app’s European users and your companion’s Chinese users would possibly not be fair. Also, what’s your game’s genre?Does it match your accomplice’s?What about the exceptional of your accomplice’s app compared to yours?Direct cross promoting can be a lot more time ingesting than it at first seems, if you want to get it right. An apparent problems with trade structures is that you simply only get what you give. If you’re starting out with hardly any users, then you definitely’ll struggle to generate downloads, as no one can be clicking your trade companion’s ad.
Also, with direct cross advertising, the same users might even see the same ads over and all over again. Network exchange platforms recover from this hurdle by keeping off direct deals and using algorithms to compare up ads, but there’s still the catch 22 of requiring users to get users. This is why cross exchanges wish to be mixed with CPI or other types of promoting to actually take off. Leadbolt “It is less of a query about App Promotion v Traditional networks, and more about In App advertising v mobile web advertising. We are increasingly spending more time in apps.
They are apps for every little thing and anything else – which means less time browsing the net. As a result, In app promoting networks are changing into more vital. However, the two are hardly collectively exclusive and both are turning out to be at spectacular rates. ” AppFlood “I don’t think about cross advertising networks as a threat to mobile ad networks but as a complimentary answer to fixing discovery. Both will co exsist as a result of they each have various functions.
Cross promoting networks are a good way to get extra users with out deciding to buy them. Ad networks are extremely constructive at assisting developers get large numbers of new users in a short period of time and assisting developers monetize off the exsisting users they’ve. ” Chartboost “I think it’s vital to make a contrast on what precisely is a cross promotion network. Some believe this to refer just to cross advertising internally, within a developer’s own portfolio of games, but we consider it to come with the idea of direct deals besides – working directly with other studios to cross promote titles. That said, yes we do think that cross advertising networks post an important threat to basic mobile ad networks.
In fact, we are already seeing some developers make use of cross advertising methods while forgoing using basic ad networks of their games. Ad networks are a black box, where a developer sets up a campaign and a gets a dollar amount on the other side, with no clear assistance into what was or was not a success. Companies that focus on cross merchandising, like Chartboost, allow builders to see what’s truly going down and where they’re being a success to allow them to optimize their campaigns. And in many cases, like with Chartboost, cross advertising or direct deals are free of charge growing an immediate advantage for both events. ” Tap for Tap “We are absolutely becoming more robust and we pose major problem!That being said, we identified early on that we had to offer both cross advertising and conventional ad community tools that allows you to sustain and evolve our business.
Even with the ad network addition to Tap for Tap, we admire that our Tap Exchange is a spine of our provider. We fully agree with that cross merchandising could be a very valuable tool for user acquisition and we’re putting a big technology center around building out user/app/ad matching algorithms to continually improve consequences on the cross promotion side of things. The amount of information on this space is mind boggling, but we are using it to its fullest extent to maximize the intelligence of our network when it comes to riding results from the Tap Exchange in addition to the ad community. ” TapJoy “The major change among Tapjoy and other mobile promoting networks is that Tapjoy operates on a pay per performance model. In classic promoting models and many mobile ad models, advertisers pay on an impression or CPM basis.
However, with Tapjoy, an advertiser only pays for completed engagements—most likely a much more correct metric to degree the success of an ad or a crusade. Also, the general public of our advertisements live within the Tapjoy Mobile Value Exchange, where the user selects which commercials to interact with and when, and earns a reward for his or her engagement. We think that model is very potent, as a result of users often whinge advertising are intrusive and interrupt their use of the app. In fact, in a research paper we carried out with Forrester Research, we found that 70% of users find immediately served ads interruptive. Worse, only 17% of respondents found latest in app ads interesting and 14% found them appropriate.
Our goal is to enhance user event, giving them more access to great content material in a way that doesn’t annoy them or get in their way. We think our model achieves that, and that it’s a magnificent model for mobile with a large number of opportunity and flexibility. ” AppsFire “I don’t. I think they’re very complementary. Free stock is superb. But ‘free’ has limits.
For example you won’t get a guaranteed beginning of impressions/clicks or installs, nor a better of breed service from the community to accompany you and optimize your operation. At some point if you are looking to grow fast and robust you wish to pay. This is why by the way Chartboost has a paid offer too. It’s essential to make a distinction on what exactly is a cross merchandising community. Some consider this to refer just to cross promoting internally, within a developer’s own portfolio of games, but we believe it to include the concept of direct deals as well – working without delay with other studios to cross promote titles.
”“I trust app exchange platforms only become appropriate and effective when reaching a very large scale and it’s not something easy to do. A lot of the site visitors is centred by the large publishers/players and these are most often the companies that won’t sign up to this kind of platform. The key here is not just to access to cost effective assets of installs but in addition to be able to examine which resources drive the best quality users. ” Chartboost “One barrier to cross advertising is building a large user base. When a developer launches their first game, they have a small base of avid gamers, which provides them with less leverage when working to cross promote with other builders. Having a longtime user base makes it easier to cross sell because developers have additional information about their users and can work with other agencies looking for genuine varieties of users.
Another crucial thing to believe when cross promoting is deciding on the proper cross merchandising associate. This tactic is successful when two builders work together to promote same games, and when a developer is beginning out they are sometimes unfamiliar with which developers or games to cross sell with. Chartboost will help here, as we provide a provider in our era platform that helps pair builders up with their best fits within our network, aiding cross advertising campaigns become more successful than they might be in a different way. ” Tap for Tap “Cross promoting has almost no barrier to entry. Ironically, for larger, more dependent apps this loss of a barrier will be viewed as a deterrent as these larger apps might not be keen to cross sell with apps they deem to be of a lesser satisfactory.
On Tap for Tap we are solving this issue with our matching algorithm that uses factors like app size, first-class, rating, and reviews as key parameters for a successful cross promoting match. CPI as a user acquisition model continues to be anything that builders are finding out. It’s essential as a developer to grasp what your LTV of your users are, and ideally, you can track the LTV of users generated by specific assets. This is less complicated to do on Android, who allows you to pass in parameters to grasp where installs are coming from and more difficult on iOS where Apple truncates any links that go into its black box. External companions like Tap Stream and Mobile App Tracking might be useful you track your CPI efforts on both systems so that you can know how powerful each of your CPI assets is. Once you understand how you earn from each of your users by lead acquisition source, CPI becomes a pretty indispensible tactic.
” AppFlood “I pointed out the weaknesses of direct cross promoting earlier and as far as I know every other cross promoting community apart from AppFlood relies on that model. I don’t see this as a barrier but a large number of developers I talk to think that once they sign up for replacing they’ll magically get hundreds of new users. I’m not sure where they got that influence but but most networks, including AppFlood, optimize the installs given/recieved 1 for 1. This means if you don’t have any installs to contribute to the system, you won’t get any. ” AppsFire “One: Geographical reach and depth – those networks may well have billions of events or impressions but are they sufficiently big in a given non USA country to assist you to grow in the community?Two: Do they help builders undersand LTV life time value and beyond the network can help you attribute the source of a given down load to a granular source ie an app or group of apps?Three: Vertical – Charboost is superb for games but not built for non games apps.
You need to imagine your vertical before leaping in. ”“We used to do a straight up install for set up like most cross advertising networks but we quickly bumped into a problem. Users in India and China aren’t worth as much as users in Canada or the USA. So rather than just saying “give and install, get an set up” we calculate the price of what that user is worth based on what advertisers are inclined to pay. For example, users in India go for .
20 per set up and users in North America go for $1 per set up. So if a developer provides 5 Indian users then he/she will have enough credit to get 1 North American user and vice versa. ” Chartboost “In our Direct Deals industry, we leave it up to developers to work out the specifics of their campaigns, what number of users they need for what cost, what number of users they’ll provide for every other, etc. We pride ourselves in providing full visibility to the builders that use Chartboost, so that they are always conscious about the campaigns they have in action and precisely what they are getting for them. ” Tap for Tap “Tap for Tap handles fine and equality with a an set of rules that follows a “Like for Like” precept.
If you’re giving the exchange traffic with high CTR% and conversion % as a writer, then for those who act as an advertiser receiving taps, we’ll try to compare you up with identical fine site visitors. The same goes for the lower end of the spectrum; if you sends us crappy traffic, you’ll get crappy site visitors in return. Our system does a really good job of matching up best and retaining things fair. We also value site visitors otherwise dependent on where it’s from. We have 4 tiers of value so traffic from the US is valued 4x to traffic from China.
This may change over the years, but for now, traffic from the US is far easier to monetize, so it is worth more on Tap for Tap. ”“It really depends on the goal of an advertising campaign. If you’re after a really strong LTV out of your customers driven to you by the campaign, incentivizing the user doubtless would not bring this. There is little doubt that non incentivized users are way more interested in the product they are responding to, and subsequently, more likely to convey a more in-depth ROI. However, incentivized networks offer a few great advantages. For the advertiser, if their goal is volume, then here is a good way to obtain this.
But even for the developers, inserting easy to carry incentives of their app is superb for his or her users – and the actual fact the developer can earn additional income by presenting this advantage is excellent for them. ” TapJoy “We’re concentrated on featuring high satisfactory users to our builders—highly targeted new users who will engage with ads and continue using the app. To that end, we’re always introducing additional focused on and optimization functions, equivalent to app categories, more proper advertisements, and more. At the tip of the day, it’s all about ensuring you get the correct ad in front of the user. We and our companions are seeing great outcomes.
For instance, 5th Planet Games was in a position to acquire users through Tapjoy’s pay per engagement PPE answer that monetized 33% more efficiently than biological users, with a higher ARPU and retention rates almost on par with organic users. ” AppFlood“I’m not keen on incentivized traffic. We’ve used incentivized networks for our own 1st party games and the metrics are SO terrible. Retention and ARPU is a fraction of what non incentivized site visitors is. It’s just not anything we’d like for our own games so we conception why should we provide it to other advertisers?I’m not saying that incentivized networks don’t have their place in the mobile eco system.
If all you are looking to do is boost your app to top of the charts for a short time period then incentivized networks can provide you a large amount of traffic. But if you care concerning the pleasant of these users I would stay away. ” AppsFire “Tapjoy has evolved to a lot more than incentivized down load, similar to Flurry and here is a great thing and that they have now a wide non incentivized stock in addition to a powerful providing for brands. Incentivized download has been prohibited by Apple. Not yet by Google. Incentivized down load is a fast and inexpensive way to get users.
No matter how you current it, users got via incentive current low value. They are not drawn to your app but in the inducement. Since it is changing into harder to have the ability through on iOS, a few capabilities like Freemyapps from Fiksu and Featurepoints have raised from the browser and I agree with they’re hurting the surroundings by distorting the rules of user acquisition. ” JamppTap for Tap “Whether or not to buy incentivised installs depends on your enterprise method. If you’ve built a methodology to get into the iOS charts and also you know how many installs you are looking to purchase, it might probably make sense to buy these installs until Apple finds a way to bargain these kinds of metrics.
However you want to take into account that their value as actual users on your app is substantially faded from a clearly generated user. We wanted to keep things simple on our community and our focus at the present is on assisting developers generate real users that may add value to your app business in various ways, not only supplying you with synthetic boosts on iOS charts. ” Chartboost “We chose to avoid the incentivised network model as a result of we aim to help our developers purchase great users who truly are looking to play new games. Oftentimes with incentivised networks, games will purchase users as a result of a unique bonus they receive, even though the retention level here is lower and the users does not mostly proceed gambling the game. At Chartboost, we help developers find users who usually tend to benefit from the games which are shown to them, which helps developers in the all essential metrics of user retention and engagement. ”“AppFlood is simply recovering.
We don’t take a fee from our builders side so we can do things that no other ad community can. For instance, we’re going to be rolling out the most transparent system in the marketplace very soon. We can be in a position to show publishers and advertisers astounding detailed data about such as LTV and retention per channel. Since we don’t take a cut, we aren’t afraid anyone is going to cut us out. What will this space appear to be in 5 years?Honestly, I’d be a fool if I said I knew anything else that far in advance. We could all be taking a look at our ads through Google Glass as far as I know.
Who knows what crazy device might be the next game changer. The only thing we can predict is that it’s unpredictable and that’s why it’s good to be a startup. ” Tap for Tap “Some of our competitors in the cross merchandising space have chosen to work with games only. Tap for Tap works with all kinds of apps. Our focus may be very broad at present and it’s allowing us to discover the coolest paths to conversions across all app verticals. We’re growing to be our intelligence about cross promoting every day.
I think in the near future we’ll be working with so many apps that we’ll be capable of offer more tightly themed and targeted ads to users of all kinds of apps. We also are engaged on deeper metrics than just installs; these post install events could be key to assisting developers prevail. ” Chartboost “Developers who apply an identical level of dedication and rigor to the business side of their games as they do for game design can be essentially the most a success in the longer term. Five years from now, I see Chartboost carrying on with to assist businesses like these to construct a a hit enterprise. Developers who outsource vital elements like user acquisition or monetization to ad networks or other third events can be at an obstacle – in the coming years we are hoping to help further and further studios to make sense of and better management and look at their user acquisition and monetization approaches.
Our goal is to provide the era platform that enables developers to take management over their enterprise. Companies that provide the data and transparency required for developers to optimize outcomes and supply a superb user adventure will win. Companies that try to mislead users or whose functionality is dependent upon a black box won’t win. ” JamppWe see Jampp aiding simplify and make sense of all of this in a less complicated, simpler set of tools. We would be at liberty if our provider can be ok for builders to only center around their product and enterprise, and not having to get “a PhD” on mobile advertising to make it work every time.
” TapJoy “We really believe the Tapjoy Mobile Value Exchange model has great skill. We’ve already discussed non gaming, for instance, but we also foresee Tapjoy in emerging technologies like IP television. We could see IPTV content suppliers dispensing episodes or new shows on a free to use model, but proposing users the option to engage in advertising in trade for content. We’ve already seen the worth exchange model working somewhere else, like with Bing Rewards. Ultimately, advertisers are looking for deeper ways to have interaction with users besides the basic strategies of promoting.
We’re seeing hundreds interesting implementations where the emblem can be the hero during the value trade model, featuring in app rewards to users. GMC and Conair are two brands that have had great fulfillment in elevating their brand throughout the Tapjoy Mobile Value Exchange. ”Leadbolt – Mobile CPC and CPM ad community that still has a CPI community. Offers a bunch of differnet ad units, adding audio ads and video ads. AppFlood – Free trade networks and CPI network that gives its own proprietary system for allocating fair app exchanges.
Appia – mobile user acquisition marketplaces achieving 700m users on a worldwide basis Appnext – iOS and Android app merchandising network providing a mix of monetization and free installs Brusmedia – offers CPI based campaigns across a community of publishers for iOS and Android Chartboost – Direct cross merchandising network, which lets developers accomplice up and trade installs, also qualities a paid CPI network. Tap for Tap – Free trade community and CPI network, working on a credit based trade system. No direct deals between developers. AdDash – App promotion and app analytics agency that offers developers a network for internal cross promotion. AdDuplex – Free trade network in particular focused at Windows 8 and Windows Phone apps. Looks like it doesn’t offer direct cross promotion.
PlayHaven – ‘Lifetime Value Maximization Platform’, which also contains an internal cross merchandising service. MiniMob – Free cross promoting network for Android only. Also uses push notification ads. GreatPlay – Cross promoting network based out of Brazil. Not sure if the network is up and running yet and details are thin on the bottom. Burstly – Ad network and mediation platform that still offers builders inner cross promotion and ad storefront functions.
MauDau – Claims to be the greatest mobile and social game cross advertising community. Works on a credit based system to assign value to users. Taptica – Offers developers a non incentivised cross exchange platform. TapGage – Monetisation platform that gives users direct and inner cross promotion. TapJoy – One of the biggest incentivised networks on the market.
Also offers CPI and consultation capabilities. Fiksu – Runs the FreeMyApps app discovery platform, which fits on incentivised downloads, rewarding users with iTunes gift vouchers. SessionM – Incentivised mobile ad network that grants bonus points to users that can be redeemed for rewards. Flurry Appcircle – User acquisition platform run by Flurry. Works on a CPI basis and takes benefit of Flurry’s focused on data.
Jampp – CPI driven demand side platform that specialises in helping developers purchase users in the Latin American market. SponsorPay – Offers a CPI ad network along with its eCPM network for iOS and Android developers. Admob– Google run mobile ad network that recently launched its CPI network. One of the biggest mobile ad networks out there. StrikeAd – Mobile demand side structures that lets advertisers create CPI campaigns. Inneractive – Mobile ad server that integrates with over 100 mobile monetisation structures from a single SDK.
Mobbnet – Global ad network featuring CPI, CPC and CPM for iOS and Android builders. Vserv – CPI and CPC community that focuses on supplying mobile ads to Asian countries and rising markets. PlacePlay – Mobile ad community that specialises in CPI focused app ad solutions for iOS and Android devs. Also uses Facebook Open Graph. TradeMob – Mobile DSP that adds a single media buying point for mobile app ad campaigns. Uses CPA, CPC and CPI.
So optimistically that’s a few guidelines to show you how to navigate the realm of mobile app cross advertising networks. You can discover more over in our Mobile App Marketing Directory.