Tapjoy Unveils Marketing Automation and Monetization Platform at GDC
Today marks the kickoff of the Game Developers Conference in San Francisco. One of the first major announcements is that Tapjoy, known for being an ad-tech platform, is now also going to be a mobile marketing automation and monetization platform. Its new offering, the Marketing Automation and Monetization Platform, is designed to figure out and optimize the lifetime value of every freemium app user.
The platform combines predictive analytics, marketing automation tools, IAP promotions and Tapjoy’s rewarded advertising solutions to transform the company into the industry’s most comprehensive mobile marketing automation platform, driving revenue and engagement.
According to Steve Wadsworth, president and CEO of Tapjoy,
Freemium app developers understand that the vast majority of their revenue comes from a very small percentage of users. Tapjoy’s Marketing Automation and Monetization Platform helps optimize the revenue from those proven spenders, while also uncovering more spenders and increasing engagement and ad-based monetization from the rest of their audience.”
Tapjoy’s Marketing Automation Platform includes:
· Predictive and Actionable Analytics that enable developers to know, and take action against, the future value of every user. By making deep segmentation and real-time analytics actionable, developers can serve a nearly infinite variety of marketing actions that drive lifetime value. With Tapjoy’s new Future Value Map, app developers will know when the best time is to send a push notification, place an ad in front of a user, or display an offer wall as they give deep analytics into what is the placement and content at any given time.
· Marketing Automation tools that instantly deliver contextually relevant messages to engage spenders, or deliver rewarded advertisements to the users that will never spend.
· Real-time IAP and Ad-based Monetization are now available to developers from a single data set, in one platform. With Tapjoy, developers no longer need to integrate a variety of single point solutions and can focus on one SDK for all of their analytics, marketing automation and ad-monetization needs.
Tapjoy’s software development kit is embedded in more than 270,000 apps with a global reach of more than 520 million monthly active users as of December 2014. In free-to-play games, about 5% of users purchase items through in-app purchases. However, 95% of users don’t pay, making it challenging to monetize them. Tapjoy acquired 5Rocks last August, which has helped them monetize free games, with in-app rewards such as getting points for watching videos while playing the games. According to Wadsworth,
We know that advertising is great, but we know we must come up with a solution that maximizes the value of every user for freemium mobile app developers.”