Tapjoy adds Custom Exchange Rates and Permanent Currency Sales to Offerwall

Tapjoy has added two new features, Custom Exchange Rates and Permanent Currency Sales, to its Offerwall Plus in-app ad offering. They are designed to enable app developers to maximize ad revenue by customizing their monetization strategy for different user groups. Tapjoy’s Offerwall Plus features thousands of opt-in, rewarded ads from hundreds of brands and trusted partners, allowing app users to earn free virtual currency by engaging with the ads of their choice.

The Custom Exchange Rate feature allows app developers to easily set different levels of rewards for different user groups. For example, a developer may offer new users 100 coins for watching a video trailer, but provide a more mature user with 200 coins for completing the same action. Tapjoy said that Custom Exchange Rates help sustain ad monetization as users progress in a game and require more currency for higher value items. This encourages ongoing user engagement, provides more time to convert players into paying users, and prevents currency inflation by enabling publishers to avoid raising payouts across the board.

The Permanent Currency Sales feature makes it easy for publishers to implement rules-based currency sales that target specific user groups on an ongoing basis. Currency sales are promotions in which users are given the chance to earn more virtual currency than usual for every ad they engage with for a limited time. With permanent currency sales, publishers can target specific user segments and automatically offer the promotion if a user meets certain criteria.

Permanent currency sales can be used to achieve a number of objectives, such as incentivizing user loyalty, shortening time to conversion for new users, or re-engaging Offerwall “churners”. For example, publishers could offer a special promotion only to users who have downloaded the app within the last three days, or those who have failed to engage with the Offerwall for the past two weeks, or to loyal users who have consistently engaged with the app every day for the past week.

Research published by Tapjoy in its latest Maximum Impact Report, “Tips to Maximize Offerwall Revenue During the Holidays” shows the impact that running a currency sale can have on publisher revenue. PONOS, publisher of the hit app Battle Cats, conducted a case study in November 2017 which found that participating in a 3-day long weekend currency sale led to a 4x increase in average daily revenue, followed by a sustained lift of 89 per cebt during the week following the sale, compared to the week prior to the sale.

“We found that temporarily increasing our virtual currency exchange rate not only led to a significant boost in ad revenue, but also proved to stimulate the app’s economy and drive a sustained lift in ad conversions,” said PONOS CMO, Yuta Nozowa. “Tapjoy’s Offerwall Plus makes it easy for our team to experiment with different currency sale exchange rates and user targeting to consistently drive optimal revenue for our apps.”

You can access the Maximum Impact report here.