Comments on: Incentivized vs. Non-Incentivized Mobile Marketing Strategies https://www.tune.com/blog/incentivized-vs-non-incentivized-mobile-marketing-strategies/ Performance Marketing Platform Mon, 26 Apr 2021 21:17:03 +0000 hourly 1 https://wordpress.org/?v=6.7.1 By: Andrew Gaeland https://www.tune.com/blog/incentivized-vs-non-incentivized-mobile-marketing-strategies/#comment-3819 Wed, 22 Oct 2014 08:18:00 +0000 https://www.tune.com/blog/?p=19315#comment-3819 As one who has been in this situation before, I know that advertisers (me) are willing to pay much less for incent traffic because like you said, it worked well only while it was ok to run such burst campaigns, and with the new guidelines, it’s no longer effective (your burst campaign cannot reach a critical mass now that that the amount of incent supply has decreased). When you think about it, “bribing” a user to download app B in order to get sth back in app A has the downside effect that the user’s mind is still immersed in app A while he’s opening app B (my app) which gives me low quality users in general. I’ve had bad experience with incent traffic due to that. Maybe I need a seasoned marketer and a lot of budget for incent campaigns to get them right, but if that’s the case, what’s the point? I get low quality users while paying more for it (not on the media which is cheaper but for more experienced marketer and more volume).

Something that seemed to work better for me (I use Trophit along with my tracker to implement this) is creating campaigns that give away a “small piece” of my app for free (“free +200 coins”) rather than my “whole” app for free (e.g. “free app, download now”), so when the user downloads MY app, I give him something extra inside MY app (not inside some other app which drove that user to me), so it’s basically a standard non-incent campaign which gives the user some “free desert” in my restaurant :). It’s like I configure different “starter packs” for different user segments BASED on my different ad campaigns, so I can optimize and test different values for different users and improve my revenue over time… Users seem to respect this because I usually see longer engagements with those users (session length goes up) and thus more opportunities to re-engage them as you mentioned above, not to mention more opportunities to monetize. Note that the extra value I give them is usually small enough not to greatly impact initial revenue, but I feel that such a “free desert” tactic is a way to invest in your users rather than trying to take all their money upfront :))

My 2 cents :-/

]]> By: Jean-Vincent Chardon https://www.tune.com/blog/incentivized-vs-non-incentivized-mobile-marketing-strategies/#comment-3817 Mon, 29 Sep 2014 13:58:00 +0000 https://www.tune.com/blog/?p=19315#comment-3817 Thanks Sheila, great overview.

For having worked in that space (Tapjoy), it should also be noted that while moving away from just burst campaigns, experienced UA teams continue to use incentivised traffic with a focus on pay-per-engagement rather than pay-per-install campaigns.

This has proved to reduce the risk and increase user quality dramatically. Most ad networks & platforms are now supporting that type of format where an advertiser only pays for a completed install + secondary in-app action.

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