Announcing Our New Pay-Per-Action Distribution Model
We’ve all seen how effective the Pay-Per-Install model has proven in driving new users for mobile apps on iOS or Android devices. Today, we’re taking the PPI model to the next level with the launch of our new Pay-Per-Action service, designed to give app developers, brand advertisers and anyone else with an app an even better way to grow their mobile social app footprint.
Basically, the idea is that instead of simply purchasing an install and hoping you can get that new user to fully engage with your app, we enable you to incentivize the user to take some type of action within your app, thereby guaranteeing that they’ll at least give your app a try. If they like it, they’ll keep using it. No other ad method can give you that kind of engagement.
Let’s look at an example. We’ve been testing the concept on apps like TapDefense and TapOut, where a user playing TapOut is invited to earn the app’s virtual currency, Buoys, in exchange for beating Level Three in TapDefense. It’s not a huge commitment we’re asking from the user – it only takes a few minutes to complete Level Three – but we know that once a user engages that far within the game, they get to like it, so much that they become three times more likely to get as far as Level Ten compared to a user who quits after the first level.
The Pay-Per-Action model has an almost unlimited number of ways it could be applied. You can incentivize users to go through your tutorial, for instance, or get them to complete some kind of quest. A dating app could ask a new user to upload a photo. An app like Netflix could ask a new user to add a movie to their queue. An app like Pandora could ask someone to create a playlist. The possibilities are practically endless.
The point is, this new model will produce a much higher ROI compared to CPM, CPC or even PPI models, because we are able to deliver users much further along the conversion funnel, thereby guaranteeing a much higher level of engagement and value.
To get started, contact your account rep, or email us at info@tapjoy.com.
To read coverage about our new PPA product, visit Inside Social Games, ReadWriteWeb, SocialTimes, GigaOm or others.
