Whether or not you want to incentivize your ads depends on who you are targeting your campaign to reach, and what goals you’ve established for the campaign in the first place. While it’s a good idea to think about things like app-store rankings when you’re launching, it’s a mistake to assume that user incentives make sense in all cases – or that there’s necessarily a one-size-fits-all answer to generating the traffic you seek. A short-term rewards strategy is fine, but it often makes more sense when it’s located in the context of a comprehensive campaign that develops affinity based on customer choice.
Incentivized ad model
Incentivized traffic simply rewards a user for an action, such as installing a app or viewing a website, and it is a common model in both online and offline advertising. Mobile advertisers have increasingly embraced incentivized ads – for example, a restaurant may offer a mobile ad with a coupon for a free appetizer in exchange for clicking on a message. There is little doubt that incentivized mobile advertising yields fast results and larger numbers, and usually the reward need not be expensive.
Non-incentivized ad model
Often used with a more targeted campaign directed at users who are more likely to be interested in the offering, this model may not deliver the fast ROI often associated with incentive-driven campaigns, but is often desirable for those marketers taking a longer-term approach.A non-incentivized campaign may work best when targeting a very specific group of individuals or a specific geographic region.
The perfect balance
Good guidance from industry experts will help you refine your ideas, but choosing your strategies will depend entirely on the answers to important questions. For example, how intrusive do you want your ads to be – and what’s the risk that you’ll alienate your intended audience if they’re not choosing to view them on the basis of an incentive? On the other hand, do you want to attract customers without offering incentives, following the logic that conversions are more likely when they’ve chosen to view the ad without any strings attached other than their own interests? The short answer is that you’ll probably want a combination of the two, which offers the most flexibility across multiple channels and consumers.