Annecy Media | What are Offerwalls?

An offerwall is a monetization system that helps to generate revenues via any app. Many app developers tend to think of an offerwall as a store that is within their app, designed to encourage users to look at features or other apps that they might be interested in. Although an offerwall can provide this function, this is not what they are all about. A system like this is not just a pop-up advertisement that interrupts the app’s gameplay or function. It should provide user acquisition to other apps you might have developed, of course, but the approach is dissimilar from things like banner adverts on web pages. Essentially, what distinguishes an offerwall from mere advertising is that it is run by the user within the app, not something that is going on at the edge of the screen or preventing the app to be used normally.

Current market research shows that the majority of users will not pay for additional content or bonuses within an app they have downloaded. This leaves very little room for app developers to make money from users once they have downloaded their app onto their device. An offerwall is the solution to this problem because users are more willing to watch something or view an advert if they derive a benefit from it within your app shortly afterwards.

What Is an Offerwall Used For?

If you are asking yourself, “What is an offerwall used for?” then it is also likely you are asking related questions like, “How can I drive more revenue from my apps?” One of the most important functions of an offerwall is to ensure that your earning potential is maximized. Therefore, they are used extensively by savvy app developers who give away their apps for free since they are one of the ways that freeware can be monetized. Of the top 100 or so apps on the market, around 15 per cent will use this approach to increase earning potential. For game developers, the corresponding figure is around a quarter.

Be Ready

A good example of how an offerwall might be used to generate income is to consider a free puzzle game that has 50 levels or so. After a few levels have been successfully completed, the user might be exposed to an offerwall rather than proceeding to the next level. The wall could make several offers, such as providing a time boost for subsequent levels if the user watches a video, for example. In games that require a virtual currency or points to be acquired for certain upgrades to be ‘bought’, the user might get a reward for viewing other sponsored content. Of course, the wall could also offer additional points and bonuses for the user actually paying for them, so-called in-app purchases, but this is not necessary. Most developers would use a wall to offer in-game currency as a reward.

What Are Offerwalls Other Than Advertising?

One of the chief things that an offer wall is used for is to keep users interested in your app. The more people use an app, the more they are likely to recommend it to others. As a result, your app gains more exposure in an app store to new potential users and subscribers. When an offer is made, the user might not choose to take it up, of course. If they do, however, then they are ‘investing’ to some degree in the game they are playing or utility they are using and this, in turn, helps to build loyalty from users to your app. App developers should think of them as a way of rewarding their loyal users, just like a retailer might make special offers available from time-to-time, but only to established customers. Who doesn’t like a little incentive here and there, after all?

When a user is interacting with an in-app offerwall, they are in control which often leads to them feeling more comfortable about the advertising they see. For example, a wall will usually allow users to select from several different offers. They can pick what suits their tastes best. Furthermore, advertisers tend to like it because it allows landing pages to be accessed directly from the app rather than users needing to click on banner adverts like they might do from a traditional web page. As such, using this approach is a superb way of developers deriving advertising revenue in their app without creating the sensation among users that they are receiving annoying and irrelevant marketing. It should even boost the user experience into one that is better before the addition of this feature.