First Look: Tapjoy Adds Custom Exchange Rates and Permanent Currency Sales to Offerwall Plus

MMW learned Monday that Tapjoy — the Maximum Impact Platform for mobile advertisers and app developers — is launching two innovative features to its advertising offerwall: Custom Exchange Rates and Permanent Currency Sales.

The new features expand upon the already sophisticated capabilities of Tapjoy’s Offerwall Plus and enable app developers to maximize ad revenue by customizing their monetization strategy for different user groups.

The features were released in conjunction with Tapjoy’s latest Maximum Impact Report, “Tips to Maximize Offerwall Revenue During the Holidays.” Offering best practices on how to integrate, promote and customize in-app offerwalls during the holiday season, the complete report can be downloaded from Tapjoy’s website at

The report also reveals insightful data on the impact an offerwall has on application revenue. Aside from generating incremental ad-based revenue, offerwalls typically help publishers increase In-App Payment (IAP) revenue as well. Recent data from Tapjoy’s publisher network shows that in-app spend per user increased an average of 172 percent during the first week after their initial offerwall engagement. Tapjoy’s data also revealed that apps monetizing via rewarded video ads alone generate about half the revenue per unique ad viewer (ARPDUV) as apps that monetize through both videos and an offerwall combined.

Tapjoy’s Offerwall Plus features thousands of opt-in, rewarded advertisements from hundreds of leading brands and trusted partners, allowing app users to earn free virtual currency by engaging with the ads of their choice.

Additional details are available from Tapjoy here.

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Australia’s Stock Exchange Is the First to Use Blockchain Tech

Blockchain Bound

In the latest high-profile switch to blockchain technology, the Australian stock market will become the world’s first blockchain-based stock exchange. The Australian Securities Exchange (ASX) announced that it will begin using the tech to clear and settle trades. This move has been in the works since January 2016, when the ASX began working with US-based blockchain startup Digital Asset Holdings to develop a blockchain-based system. The exchange will outline its transition to the new technology in March.

Blockchain will control Australia's stock exchange.
Image Credit: Creative Commons/Pixabay

The exchange is currently running on a system known as the Clearing House Electronic Subregister System (CHESS), which has been in use for decades. The new system could allow for the savings to the tune of tens of millions of dollars, according to Michael McCarthy, chief market strategist for CMC Markets in Sydney, speaking with the BBC.

The implementation of the tech will help to make clearing and settling transactions less expensive, easier, and faster by removing the third-party middleman that banks currently have to go through.

Benefits of Blockchain

In a press release, Digital Asset’s CEO Blythe Masters said, “After so much hype surrounding distributed ledger technology, today’s announcement delivers the first meaningful proof that the technology can live up to its potential.”

The technology is a decentralized method of digitally recording data — in this case, transactions — and verifying them as having occurred. Instead of the ledger being held on a single computer or server, it is distributed over a network of computers, each having to verify the accuracy of a transaction. In theory, this makes the ledgers that use the tech virtually unhackable. However, after some high-profile hacks, the development has yet to live up to its promise.

Other major securities exchanges around the world, including the Nasdaq, the London Stock Exchange, and the Japan Exchange Group have also been looking into implementing blockchain technology. Even so, finance is not the only area in which implementation of blockchain could be transformative. Businesses and governments could benefit from its potential cost-saving effects as well as increased security and transparency.

The post Australia’s Stock Exchange Is the First to Use Blockchain Tech appeared first on Futurism.


Bank of America Wins Patent for Crypto Exchange System

Crypto Exchange

As cryptocurrencies like Bitcoin continue to rapidly rise in value, countries around the world are beginning to take the cryptocurrency more seriously. In the United States, the second largest bank in the nation, Bank of America, has just won a patent for a crypto exchange system, which they intend to develop for corporate clients. The system would theoretically be able to easily convert one digital currency into another while establishing the exchange rate between those two currencies based on external data.

The patent states that:

Enterprises may handle a large number of financial transactions on a daily basis. As technology advances, financial transactions involving cryptocurrency have become more common. For some enterprises, it may be desirable to exchange currencies and cryptocurrencies.

The proposed system — which is, at present, only a patent and not yet a fully realized system — has three facets: the customer’s account, and the two businesses running the system. Like money in a traditional checking account, the customer would store their cryptocurrency in an account. The second account would hold currency to be sold, and the third would contain the currency the customer is converting to.

Going Digital

Making cryptocurrency so readily accessible and convertible could truly change the nature of crypto transactions. While currencies like Bitcoin are rapidly rising in value, there are some that fear the currency isn’t inherently valuable. Additionally, it’s not yet a widely accepted currency, so at the moment uses outside of online transactions and investment are somewhat limited.

Technology that simplifies the conversion of digital currencies will make them not only easier to use but ideally will further legitimize cryptocurrencies in general.

Of course, not everyone supports the mainstream adoption and incorporation of crypto by big banks. Then there are places like Catalonia setting interesting precedents for cryptocurrency use — the region is considering adopting crypto instead of a central bank. Whether or not you agree with the increasing presence of crypto, Bank of America’s latest move shows that it’s not going away anytime soon.

The post Bank of America Wins Patent for Crypto Exchange System appeared first on Futurism.


Rewarded Video Is Creating A New Currency of Value Exchange

The following is a guest contributed post from David DiAngelo, VP of Marketplace Development at AerServ.

Mobile video ad spending is projected to grow a whopping 49 percent to $ 18 billion next year, as video consumption on non-mobile devices such as laptops and computers declines for the first time. Dig deeper, and you’ll see rewarded video emerging onto the scene as a major player—40 percent of mobile app users deemed rewarded video the most acceptable ad format, head and shoulders above banner ads (20 percent) and interstitial display formats (12 percent). Another study found that 78 percent of game players are open to engaging with rewarded video ads. No wonder why 75 percent of publishers report that rewarded video provides the most effective means of mobile monetization.

These are sharp but much welcome contrasts to the 30 percent rise in ad blocking worldwide.

What gives?

Rewarded video is finally providing consumers the opportunity to choose their own destiny with brands in a way that’s non-invasive and organic. Most probably associate rewarded video with gaming (e.g., watch this quick video for more coins or energy), but there are other natural use cases as well. For example, a news app could offer access to another editorial article after viewing a video. Across all the various uses cases, a clear value exchange is created between the brand and consumer. The consumer receives more of the experience they want (e.g., gaming entertainment, in-depth news) by agreeing to engage with a brand’s content, and the brand—over time—drives positive reinforcement as the source for positive experiences.

While there is no set formula for creating successful rewarded video experiences, here are three elements for brands and publishers to keep in consideration as users continue to embrace the emerging format.

End Cards Drive Action with Engaged Consumers

When a user has finished watching a video, end cards allow brands creative ways to interact with the user. A retailer can offer local coupons to download, a travel brand can promote a list of potential holiday destinations, or a CPG advertiser can share a carousel of discounted products. For example, when 20th Century Fox released the movie “War of the Planet of the Apes,” it utilized an End Card at the end of the trailer. When swiped, it showed images and descriptions of the movie’s two main characters Caesar and The Colonel as well as a Fandango link to buy movie tickets.

The flexible format of end cards allows brands to develop more rich interactions following a rewarded video experience.

Align Video Lengths With Shorter Attention Spans

The Internet and social media have brought down a human’s attention span below a goldfish’s.

Author Morley Winograd interestingly pointed out that, “Millennials are using packet-switching technology rather than hard-wired circuit switching to absorb information,” he responded. “They take a quick glance at it and sort it and/or tag it for future reference if it might be of interest.”

Which is why the length of rewarded videos matter as much as the value that they’re delivering to consumers. For example, a recent study on Facebook video ads showed that 16- to 20-second videos had the highest conversion rates in both the gaming and ecommerce verticals. In contrast, videos lasting more than 36 seconds performed among the worst.

Assume You’re on Mute

When’s the last time audio on your mobile device was turned on when you read news articles during your morning commute or played a mobile game on your way home? Facebook knows the answer—not only did they find that most videos are watched without sound, they found that when video ads started playing loudly without expecting the noise, 80 percent react negatively toward both the advertiser as well as Facebook. As a result, Facebook rolled out tools operating under the mantra that the best audio for video ads on their platform is silence, admitting that without sound, 41 percent of their video ads were meaningless.

Let this be a lesson to advertisers and publisher partners who are increasingly focusing on rewarded video programs. On the silent screen, pictures are still worth a thousand words. Just ask Martin Agency, who produced a silent version of its sand castle Geico commercial without audio and text narrations to make the understandable to people viewing it on Facebook without sound.

Heading into 2018, expect to see more rewarded video initiatives take flight as a critical vehicle for value exchange with more creative, relevant interactions. By utilizing dynamic and entertaining ends cards, keeping the video lengths short and sweet, and painting vivid stories without the reliance on audio, brands stand to gain significant lift in engagement and loyalty in the long term.

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