A fear of the unknown – it’s as universal as it is undeniable. Maybe this is why app users are still very selective when it comes to allowing app tracking.
Only 25 percent of iOS app users on average accept their apps’ tracking permission, now that developers must request explicit tracking permission from users. For Android, we expect opt-in rates to now mirror those of iOS in the aftermath of the recent Android update.
Not opting in comes at the cost of a personalized and high-quality user experience. But do users really know what this means? Persuasion and education about opting in lead to personalization – and monetization. And this how Playtime works, a time-based rewarded ad unit. It even enjoys an opt-in rate of around 70 percent across all verticals and publishers.
Why Deliberately Integrate a User Opt-In Model?
We know that users are still unsure about the benefits of app tracking. And we certainly know that app publishers can do more to counteract the concerns of their users.
adjoe has long been leveraging and fine-tuning its user opt-in model with its rewarded ad unit Playtime. The unique ad unit requires a two-step user opt-in for a personalized ad and rewarded experience, all of which is initiated by the user. Without disrupting the app’s user flow.
- Users select Playtime’s in-app teaser to earn in-app currency.
- Users see Playtime’s opt-in Terms of Service. Once they grant permission, adjoe processes the user’s installed apps data on the device and predicts age, gender, and mobile interests to serve the most relevant gaming ads to them.
- Users see Playtime’s app usage opt-in window. This permission allows adjoe to track how much time users spend in the advertiser’s app. This is then used to grant them time-based rewards.
- Users see gaming offers – and only the ones most relevant to them – in Playtime.
So, why deliberately integrate this opt-in model? Besides meeting all the global privacy measures such as GDPR and CCPA, Playtime gives users the confidence that they do have a say in how their data is used. The ad unit educates prospect users about how opting in will enhance their in-app experience. And with this transparency, publishers can address this fear of the unknown. And users can pursue gameplay knowing that their data is for adjoe’s eyes only.
What’s So Great about This Personalization?
We know that users are demanding better and more positive mobile experiences.
In fact, over 50 percent of users expect to see ads relevant to them. And publishers who fail to provide users with a personalized experience could suffer from 83 percent less engagement with in-app ads – and thus a radically reduced ad monetization revenue stream.
That’s why adjoe pushes for personalization.
A Better Experience for Users, Publishers, and Advertisers
Once a user gives you the green light, these opt-in permissions allow adjoe to provide them with a better user experience for these reasons.
- adjoe’s first-party data and machine learning technology work together to predict a user’s age, gender, and mobile interests. Next, through granular targeting options (demographic, GEO, traffic source, operating system, device type, and mobile interest data), users are segmented into different audience groups.
- These target audience groups then see the ads most relevant to them based on their characteristics. Meaning, they don’t see random disruptive app ads in the middle of gameplay.
- When they install an advertised game on Playtime and start to play for instant rewards, adjoe tracks their usage time, and they receive the time-based rewards promised to them.
Matching the most relevant ads with the users doesn’t just deliver a better user experience. It also offers unparalleled value for advertisers and publishers. This opt-in model enables advertisers to reach the right high-quality, high-retention traffic. Driving high ROAS and LTV. And publishers are able to maximize their eCPMs and ARPDAU through an expertly engaging UX.
An Opt-In Model with Guaranteed Rewards
Finally, it’s hard for your users to be afraid of the unknown when you can confidently guarantee them the rewards they have earned playing the games they love in Playtime.
Users must opt in to Playtime’s usage tracking. Once permission is granted, the Playtime SDK can securely track the time a user has spent in gameplay and can convert this into the in-app currency they need. This means no missing rewards, no latency, no complaints, no reliance on advertiser postbacks.
Stop Seeing User Opt-In as an Obstacle
Pushing for these user opt-in permissions sounds like a pain, but it’s not if you see it as an opportunity rather than an obstacle.
User opt-in is only daunting if you don’t know how to leverage it, if you leave your users in the dark. Once you’ve educated your users about how Playtime’s opt-in model enhances and personalizes their own in-app experience, you’ve tapped into your high-intent, high-retention, and high-engagement traffic. And with more data privacy changes on the horizon from Google, fine-tuning your approach to collecting first-party and zero-party data can only be a good thing.