Welcome!

Machine Learning Authors: Elizabeth White, Pat Romanski, Kevin Benedict, William Schmarzo, Automic Blog

News Feed Item

Choice and Rewards Key to Engagement in Mobile Ads, Finds New Study

Research shows marketers must enhance mobile campaigns by giving users control

SAN FRANCISCO, Dec. 12, 2012 /PRNewswire/ -- Tapjoy, a leading mobile advertising and publishing platform, today released "The Mobile In-App Marketing Opportunity" findings study, conducted by Forrester Consulting on behalf of Tapjoy. The commissioned study shows consumer-controlled, incentive-based advertising can increase ad relevancy, consumer sentiment and attention toward the advertisement. The survey identified opportunities to reach a growing audience and to bring them higher-quality, dynamic and creative content.

(Logo: http://photos.prnewswire.com/prnh/20120731/LA49747LOGO)

"We've long believed that the advertising tactics that worked for the web aren't optimal for mobile," said Peter Dille, CMO, Tapjoy. "We're thrilled that a respected third party like Forrester Consulting has confirmed our beliefs about consumer attitudes toward incentivized advertising. This study shows that Tapjoy has pioneered a highly effective and unique advertising vehicle for mobile. Not only do consumers understand the value exchange concept and expect advertisements in their free-to-play apps, but participating in a value exchange model like Tapjoy can dramatically increase the relevance and level of engagement of an advertisement. Advertisers need to be considerate of user experience more than ever before."

The study offers several recommendations for advertisers' mobile strategies, including:

In-app advertising: not a silver bullet

  • While in-app advertising is a massive market poised to grow further, about half of the respondents said they completely ignore automatically served in-app ads. Of those surveyed, 70% said they found automatically served in-app ads interruptive.
  • Worse, marketers aren't making a good impression with their current advertising inventory. Only 17% of respondents found current in-app ads interesting, 14% found them relevant, and 12% found them engaging.
  • That said, more than one-third of adults in the U.S. with a smartphone who use apps monthly or more indicated they would prefer an ad-driven model for downloading apps. This suggests the majority of app users understand the value exchange concept, and expect to see ads in their free-to-play apps.

Give the consumer control and incentive

  • Handing control to the consumer for their in-app advertisements can lead to higher attention levels and relevancy. Almost 40% of those surveyed said they want to select an ad from several options and pick the most relevant option, and nearly a third of respondents said they would prefer to pick from a selection of ads within an app, as well as opt-in to view or engage with an ad.
  • Respondents' top request (at 68%) of future in-app advertising was that they prefer ads that don't interrupt their use of the app.
  • Further, 59% those surveyed said they want to be offered a reward in exchange of interacting with and/or watching an in-app ad.

Be creative and leverage data

  • By aligning with the right kinds of apps and designing their value exchange appropriately, marketers can boost the relevance and engagement in their mobile ads; simply offering users a large payout does not always yield the best results. Almost half of the respondents said they would rather see an ad that is relevant to the app they are currently using.
  • Marketers should take advantage of the influx of data (and consumer attitudes toward their own data) to adapt their targeting tools and app usage profiles. Of those surveyed, 49% want to see ads relevant to their personal interest, and 43% want ads relevant to their current location. This is a huge opportunity for marketers, as only 31% of those surveyed said that ads that show up automatically in an app are relevant to them.

"Based on these findings, the Tapjoy Mobile Value Exchange® addresses nearly every angle of the mobile advertising opportunity that might currently frustrate advertisers," Dille said. "Mobile advertising is a unique opportunity that requires a unique solution. We believe the response that Forrester received from consumers in this study confirms that the Tapjoy Mobile Value Exchange is an effective model to capitalize on this growing market."

Tapjoy commissioned Forrester Consulting to evaluate the marketing opportunity within mobile apps, and the effect of various in-app marketing models on consumer attitudes and attention.

ABOUT THE STUDY

In this study, Forrester Consulting interviewed three experts and marketing agencies, and one marketer. Additionally, Forrester conducted an online survey of 2,000 smartphone owners who use mobile applications monthly or more in the U.S. to evaluate the effectiveness of a variety of in-app advertising models. Questions provided to the participants asked about their smartphone usage, app usage, and attitudes toward advertisements. The study began in September 2012 and was completed in November 2012. The final report also used a Forrester Research, Inc., report, "Mobile Apps For Marketing," from September 26, 2012 as supplemental research.

ABOUT TAPJOY

Tapjoy is a mobile advertising and monetization platform whose unique Mobile Value Exchange model allows users to select personalized advertisements with which to engage for virtual rewards or premium content. Tapjoy helps unlock mobile joy by empowering more than 1 billion mobile users who choose to watch videos, subscribe to services, install applications and participate in other types of advertisements in exchange for virtual rewards they can use in their favorite apps. Tapjoy's turnkey in-app advertising platform helps developers acquire cost-effective, high-value new users and monetize their applications, while its powerful advertising marketplace lets brand advertisers reach a global mobile audience spanning more than 75,000 applications. Tapjoy is backed by top-tier investors including J.P.Morgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners and D.E. Shaw Ventures. Headquartered in San Francisco, the company also has offices in New York, Los Angeles, Chicago, Atlanta,

Boston, London, Seoul, Beijing, Shanghai and Tokyo. For more information, please visit www.tapjoy.com.

SOURCE Tapjoy, Inc.

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@CloudExpo Stories
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to w...
Any startup has to have a clear go –to-market strategy from the beginning. Similarly, any data science project has to have a go to production strategy from its first days, so it could go beyond proof-of-concept. Machine learning and artificial intelligence in production would result in hundreds of training pipelines and machine learning models that are continuously revised by teams of data scientists and seamlessly connected with web applications for tenants and users.
"We want to show that our solution is far less expensive with a much better total cost of ownership so we announced several key features. One is called geo-distributed erasure coding, another is support for KVM and we introduced a new capability called Multi-Part," explained Tim Desai, Senior Product Marketing Manager at Hitachi Data Systems, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
There is a huge demand for responsive, real-time mobile and web experiences, but current architectural patterns do not easily accommodate applications that respond to events in real time. Common solutions using message queues or HTTP long-polling quickly lead to resiliency, scalability and development velocity challenges. In his session at 21st Cloud Expo, Ryland Degnan, a Senior Software Engineer on the Netflix Edge Platform team, will discuss how by leveraging a reactive stream-based protocol,...
SYS-CON Events announced today that SkyScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SkyScale is a world-class provider of cloud-based, ultra-fast multi-GPU hardware platforms for lease to customers desiring the fastest performance available as a service anywhere in the world. SkyScale builds, configures, and manages dedicated systems strategically located in maximum-securit...
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, will examine the regulations and provide insight on how it affects technology, challenges the established rules and will usher in new levels of diligence...
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, presented an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He then expounded on the industry issues he frequently came up against as an analyst, and ...
DX World EXPO, LLC., a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
What sort of WebRTC based applications can we expect to see over the next year and beyond? One way to predict development trends is to see what sorts of applications startups are building. In his session at @ThingsExpo, Arin Sime, founder of WebRTC.ventures, discussed the current and likely future trends in WebRTC application development based on real requests for custom applications from real customers, as well as other public sources of information.
"The Striim platform is a full end-to-end streaming integration and analytics platform that is middleware that covers a lot of different use cases," explained Steve Wilkes, Founder and CTO at Striim, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Calligo, an innovative cloud service provider offering mid-sized companies the highest levels of data privacy and security, has been named "Bronze Sponsor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalised support service from its globally located cloud plat...
In his session at 20th Cloud Expo, Mike Johnston, an infrastructure engineer at Supergiant.io, discussed how to use Kubernetes to set up a SaaS infrastructure for your business. Mike Johnston is an infrastructure engineer at Supergiant.io with over 12 years of experience designing, deploying, and maintaining server and workstation infrastructure at all scales. He has experience with brick and mortar data centers as well as cloud providers like Digital Ocean, Amazon Web Services, and Rackspace. H...
SYS-CON Events announced today that Massive Networks will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.
FinTechs use the cloud to operate at the speed and scale of digital financial activity, but are often hindered by the complexity of managing security and compliance in the cloud. In his session at 20th Cloud Expo, Sesh Murthy, co-founder and CTO of Cloud Raxak, showed how proactive and automated cloud security enables FinTechs to leverage the cloud to achieve their business goals. Through business-driven cloud security, FinTechs can speed time-to-market, diminish risk and costs, maintain continu...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
"Outscale was founded in 2010, is based in France, is a strategic partner to Dassault Systémes and has done quite a bit of work with divisions of Dassault," explained Jackie Funk, Digital Marketing exec at Outscale, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Calligo has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo is an innovative cloud service provider offering mid-sized companies the highest levels of data privacy. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalized support service from its globally located cloud platfor...