Unlocking Content With Mobile Apps
ADOTAS – We’ve all seen examples of a brilliantly designed app that has spread like wildfire, taking in $0.99 a pop. However, seldom do you hear about apps that have made an immediate killing solely from ad revenue.
Sure, the big players like Angry Birds, Pandora, Fruit Ninja, etc. can rely on advertising and upsells to keep their apps free, but what about those who do comparatively smaller install numbers? Would charging for the app be the right move or do you need less of a barrier?
The key here is balance as both monetization methods carry their own share of risks. In-app advertising can be erratic and increases opportunity cost, while charging outright can be a deterrent and increases the presence of alternatives. Not to mention, the marketplace is becoming increasingly too big to assume that your wildfire can be easily started.
One solution is content unlocking with mobile apps — merging the two revenue methods together into one attractive beast that alleviates the risk. The whole idea behind this advertising model is to keep your app at zero cost to the user while still monetizing each and every install.
How? Advertisers will pay you anywhere from $0.40-$12 (or more) per download for the lead-generation you supply them.
For example, let’s take that amazing puzzle game you’ve just created. Before the user is able to download the app, they are presented with a selection of targeted offers supplied by high-quality advertisers. These ads will prompt the user for an email address, a zip code, or any other information that provides demographic data. Once the user completes one of these prompted offers, they are given full access to the app.
Would you rather get the user engaged with the app before delivering advertisements to them? OK, let’s imagine your puzzle game has seven different levels with increasing difficulty for each. Upon completing the third level, the ad-sponsored widget will appear and require the user to fill out a suggested offer before continuing on with the game. The payout range remains the same as mentioned above.
Wish to make the advertising less intrusive? No problem. You can still apply the standard banners, overlays, and pre-roll video ads that have proved successful in mobile advertising– all under the same network. This makes it unbelievably easy to split-test each ad format.
No longer do you have to worry about staying in that perpetual red when it comes to funding your next app.
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