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The concept of incentive traffic for app install activities is not new, but there are still many debates in the industry regarding the advantages of comparing reward and non-reward activities. As an application developer or marketer, you must be confused and ask yourself what is the golden rule? When is sponsored advertising better than non-sponsored advertising?
In this article, you’ll find some differences between rewarded and non- rewarded app install campaigns, because you can easily make better choices between them.
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Incentivize app installation activities
Incentive model (or sponsorship, reward or value sharing) rewards users in exchange for Install apps, watch video ads, interact with apps, register for websites, Wait. Rewards are usually virtual currency or in-game items, product/service upgrades or discounts.
- The main advantage of sponsored installations is that a large number of installations can be created quickly. By implementing relatively simple positioning methods, you can quickly reach relevant user groups and increase installs.
- Another huge benefit is that they are very profitable because Cost per installation The paid installation (CPI) is significantly lower than the non-paid installation CPI.
Non-incentive app installation activities
The non-incentivized App model promotes the App without reward exchange, which means that the interaction with the App is completely driven by the initial interest in the App, but there is no guarantee that the user will take any additional actions.
- The main benefits of non-sponsored installation are LTV (Lifetime Value) For ordinary users.Because installations are created by users who have no external benefits from the installation, they are considered to be some kind of “Organic” traffic, So there is a real interest in the application, and it is more likely to keep and use it.
As mentioned earlier, unrewarded installs are much more expensive than paid advertising campaigns, and the return on investment is less clear. So what is better?
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Which is better?
To develop a marketing campaign strategy, you must define clear KPIs (Key Performance Indicators) Used for your marketing activities and determine the traffic source that suits you.
The choice of rewarded or non-rewarded advertising depends on the goal, time frame, and resources allocated to your activity. Many app developers and marketers believe that rewards are a good way to get downloads and profits exponentially in a short period of time.
Then, they use a smaller number of non-reward activities to retain users, maintain an active and participating user base, and continue to gradually Grow “organically”. These activities can also be used to re-engage and retain app users who may have lost interest and abandoned them.
As mentioned above, the main benefits of incentive activities are their profitability and the ability to generate a large number of installations in a relatively short period of time. The disadvantage is that users can only get rewards by installing and uninstalling their apps. Reward traffic is much more expensive and will not have an immediate effect.So by considering all these advantages Incentivize app installation activities much better.
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Installation platform
Incentive installations are banned by the Apple App Store, and Google Play Store is not recommended because it can manipulate app store metrics, such as installations and top-level listings. However, many organizations still provide recommended installation services for Android applications. Define installation promotion activities, requiring users to install apps and take in-app actions to promote multiple user experience indicators (such as daily active users, user sessions) and revenue.
These Artificially exaggerated indicators It is believed to be able to effectively increase the app store index and enhance the ability of mobile app developers to raise investment funds. The study also pointed out that the existing Google Play store policy is not implemented well to prevent this behavior, further stimulating the need for closer monitoring of incentive setting activities. Google Play may also use suggested actions to identify potential policy violations.
