Tapjoy has launched a new Pay-Per-Action distribution network for Android and iOS devices. The Pay-Per-Action network is designed to improve the effectiveness of advertising, engagement, and reach of mobile apps already downloaded by consumers. The network is designed to benefit brand advertisers and mobile developers who want to reward users for engaging with their mobile content. The Pay-Per-Action network lets advertisers and developers reward users not just for installing an app, but for completing a particular action within that app.
“The Pay-Per-Install model has proven extremely successful in driving cost-effective user acquisition for mobile developers. The release of our Pay-Per-Action SDK, however, takes that model to the next level,” said Linda Tong, Senior Product Manager at Tapjoy, in a press statement. “Now, instead of simply awarding virtual currency when a user installs your app, we allow you to incentivize users to get past Level 1, for instance, or do whatever it is you feel will truly engage them in your app and get them to keep using it.”
Tapjoy says that consumer actions delivered through the Pay-Per-Action network have a higher return on investment to publishers, because the pay-per-action network encourages consumers to move down the “conversion funnel” that increases a consumer’s value to the brand or developer. Tapjoy will support the new pay-per-action network by partnering with mobile behavioral analytics firm Apsalar, whose platform is designed to track consumer actions as they move down the conversion funnel.
Apsalar can track consumer behavior in multiple Tapjoy Pay-Per-Action games and identify the engagement life-cycle of a consumer, including how far down the conversion funnel that consumer is likely to move. Apsalar says that this sort of analysis can help developers optimize user retention and monetization. Apsalar’s analytic data will be available to developers using Tapjoy’s Pay-Per-Action product within the Tapjoy dashboard. The Apsalar analysis platform lets developers group users into groups or cohorts based roughly on when they downloaded the app initially.
The idea is that developers and advertisers can use Apsalar to figure out their product’s engagement threshold– the point that, if a user passes it, makes the user more likely to engage with the app over the long term. Then developers and advertisers can use the Pay-Per-Action network to give consumers incentives like virtual currency for passing an app’s engagement threshold. Tapjoy says this technique can make user acquisition campaigns more cost-effective.
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