The in-game advertising landscape has experienced tremendous growth with the digitisation and appification of multiple programs. Mobile ad spending is projected to increase to 399.6 billion by 2024, according to Statista.
So, let’s break down the basics of in-app advertising and why it is relevant. In-app advertising is how app publishers monetize their apps by allowing advertisers and other demand sources to serve ads on empty ad slots.
What are in-app ads, and why do they matter
In-app ads ensure both engagement rate and retention. When the ads cater to the target audience, they are more likely to stay on an app or click on the ad. In-app ads also have a higher click-through rate (CTR) than ads served on the mobile web. In-app ads also provide a better user experience with various ad formats. Some of the most popular and highly performing ones are native, interstitial, rewarded, and more. Out of these formats, Offerwall ads stand out the most. DataDNA reports that Offerwall ads are among the most popular ads, especially for gaming apps. They are used by 15 percent of gaming app publishers and this makes Offerwall ads a sought-after monetization strategy.
Understanding Offerwall ads
Let’s closely examine what Offerwall means. Offerwall is an ad unit that acts as a marketplace for advertisers and app users. It is essentially a wall of offers that urges users to choose and complete a task and win rewards for the said task. Offerwalls can occur through watching a video, completing a level, taking a survey, playing a mini-game within the app, creating an account, etc. Users who complete these tasks will be rewarded with extra moves, lives, points, or in-app currencies.
Offerwalls are crucial when one seeks to gain more app traffic. So, advertisers will create an offer within a set price. The ad mediation platform places the offer on the publisher’s app. In fact, Offerwalls are known for appearing at high-traffic locations or when the user needs them the most.
For instance, a user plays Candy Crush and runs out of moves or lives. Then an Offerwall ad prompts the user to complete an offer (it could be to either watch a video or complete a survey) to gain extra moves or lives. It will prompt the user to complete the rewards offer and stay on the app longer.
Offerwall ads are also instrumental in generating more clicks and conversions. It helps app publishers monetize by offering an alternate and innovative way to engage with the audience. By enticing users with premium features or rewards they would normally not have access to, Offerwall ads can help retain users with ease.
Offerwall ads can earn between a cent to multiple dollars for a completed offer. This will undeniably increase as and when an app’s user base expands. Since the users decide when to engage or not with these ads, Offerwall has proven to be non-intrusive, user-friendly, and more likely to increase conversion rates.
Integrating Offerwall ads into an app
Integrating Offerwall ads into an app usually involves incorporating a section where users can access the list of offers or tasks the advertisers provide. There are many Offerwall providers in the market, so it is crucial for publishers to choose one that aligns with their app’s target audience. Ensuring that the Offerwall ad yields competitive revenue-sharing models is also important.
A publisher must also ensure the Offerwall ad is seamlessly integrated into their app’s interface. It also helps to choose an Offerwall ad with a mix of high-value, low-effort offers. Additionally, the rewards provided by the Offerwall must be attractive enough for users to engage with it and remain on the app.
Finally, publishers must test the Offerwall integration to ensure it functions well. Testing the Offerwall after integration and optimising its performance is also advisable.
Optimising Offerwall Performance
It is essential to optimise Offerwall’s performance to maximise revenue through in-app ads. This can be achieved with the following steps.
Targeting the right audience
It is vital for publishers to understand their app’s user base and segment them in order to target them effectively. By tracking their behaviour, and preferences, publishers can offer relevant ads and increase the likelihood of conversions. It is also important to identify users’ locations to geo-target ads. By providing location-specific deals, Offerwall ads can help publishers increase retention rates.
Choosing the relevant offers:
Offerwalls must be leveraged to curate a variety of offers like discounts, exclusive rewards, etc., to ensure there is something that appeals to users of all backgrounds. Offering trending deals and in-demand rewards will help tap into a user’s interest and ensure they engage with the app for longer. It is crucial to ensure that the Offerwall rewards are legitimate and provide real value to the users.
Gamification of Offerwall ads:
Offerwall ads and their performance can be optimised by gamifying the offers. For instance, inserting mini-games within the app when a user needs coins or rewards can make the ad both engaging and enjoyable for users. Milestone-based rewards can also be introduced to pique the curiosity or interest of users. Suppose, in a gaming app, a user who passes a tough level could be greeted with an Offerwall ad that gives lucrative offers. This will encourage the user to stay on the app for longer.
Instant gratification:
A user will stay on an app longer when given rewards or points as soon as they complete an Offerwall task. So publishers must ensure that their users are met with timely rewards, potentially reinforcing positive user behaviour and enticing users to explore the app more.
Seamless transition between the app and Offerwall:
Most users will likely frown upon intrusive ads blocking the core app content. However, integrating Offerwalls seamlessly into an app interface and complementing the overall design will foster positive engagement. The Offerwall also needs to be contextually integrated. For instance, if a user is on a fitness app tracking their weight, an Offerwall ad could give them a free video exercise tutorial every time the user loses 1 KG. Or if a user is on a fantasy adventure gaming app, an Offerwall could upgrade their armour or give them exclusive weapons when the user completes a level.
Optimising In-App Ad Monetization with Offerwall Ads: Best Practices
Timeliness of ads and rewards:
As we know, ads turn stale if not served when the user is most receptive. So serving Offerwall ads to the users when they are in-between levels or pages or showing the ads when a user achieves a significant milestone will impact their engagement and conversion.
It is also crucial to serve ads contextually and ensure they are not intrusive. Rewarding a user with virtual currency or an in-app reward after they complete a level or milestone will encourage further Offerwall usage.
Fair and appealing rewards
Ensuring that the Offerwall ads are appealing and provide real value to users is essential. If the rewards are catchy, users are more likely to engage with the Offerwall, resulting in higher conversion rates. For instance, in a shopping app, offering significant discounts, free shipping or exclusive product deals through an Offerwall ad entices users to purchase. These compelling rewards are valuable tools for in-app ads to keep users engaged.
A balance between user experience and monetization:
Offerwall ads, in general, have a high engagement rate since the users choose to interact or not interact with them. As a result, they also prove to be a sound monetization strategy. These Offerwall ads must also provide real value to people and remain non-intrusive and non-disruptive.
Essentially, Offerwall ads need to provide a good user experience as well. Let’s take the case of a meditation app. Users will prefer the Offerwall to be placed in non-intrusive ad slots. At the same time, users will also appreciate if these Offerwalls provide free guided meditation soundtracks for watching a video (a good revenue model). So, striking the right balance between monetization and user experience is crucial.
Understand ad placements:
App publishers need to understand which ad placements are best suited to serve Offerwall ads. Publishers must also analyse users’ responses towards various ad placements and serve Offerwalls on optimal locations. For instance, placing the Offerwall within a section that tracks users’ progress and achievements in a fitness app can be effective.
When users see their fitness goals being met, they may be more inclined to explore fitness equipment, nutrition supplements, or workout apparel offers.
A/B Testing Offerwall ads:
App publishers must continuously employ A/B Testing and check their Offerwalls’ performance. It is essential to identify the strategies that resonate best with their app. A/B testing different variations will help gain insights into which designs, rewards, and placements garner the most engagement and conversions. For example, a shopping app can run A/B tests to determine if visually appealing Offerwall ads lead to more conversions or exclusive rewards with a simple design layout.
Special monthly promotions:
App publishers can create a sense of urgency and excitement by introducing monthly special promotions with Offerwall. Travel apps can leverage this during the holiday season by providing hotel discounts, good travel packages, or flight deals by serving an Offerwall that entices users to click on it.
In Conclusion
Implementing a well-rounded Offerwall strategy is essential in levelling up one’s in-app advertising game. Offerwall ads allow app publishers to achieve sustainable revenue growth through one monetization strategy.
Publishers must constantly monitor user feedback and take a data-driven approach while perfecting their Offerwall practices. By implementing these best practices publishers can fastrack and fine-tune their approach and take Offerwall’s performance to newer heights. Do not hesitate to embrace Offerwall ads as an integral part of your app marketing and monetization strategy. Implement these proven tactics and refine your approach.
Arpit Jain is the Founder and CEO at GreedyGame and PubScale