• About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
  • About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
June 05, 2016

App Promotion Campaigns: Incent vs. Non-Incent

Posted by Kristen Bennett

apple, desk, office

When it comes to app promotion campaigns, there are two tactics that can be employed to drive traffic to your app.  In one corner, we have incent campaigns, which is when users are rewarded for the install with game tokens or coins, for example.  In the opposing corner, we have non-incent campaigns, which do not reward users for an install. There are use cases for both incent and non-incent app promotion campaigns, so let’s take a closer look at four different campaign goals and uncover which is best practice.

Drive Low-Cost Installs

If your main goal is to drive a significant amount of installs in a quick period of time but you aren’t as concerned with post-install activity, incent campaigns are going to be the best option.  Incent campaigns will drive installs at a lower cost than non-incent campaigns.  However, it is a greater likelihood that the installs will not be as quality, since users are initiating the download in order to receive a reward.

Winner: Incent

Post-Install Engagement

We chatted above about the best campaign type to drive installs, but what if your goal is post-install engagement?  While incent campaigns will drive a significant amount of low-cost installs, it is a far greater likelihood that installs driven though non-incent campaign will lead to more engaged users with a higher LTV.  This is because users are downloading out of sheer interest in the app, knowing that they are not being rewarded for the install.

Winner: Non-Incent

Higher App Store Ranking

If you are looking to garner installs as a way to increase your position in the app store ranking, it is essential that you drive a large number of installs.  The uptick in install activity will increase the app’s positioning in the app store.  Incent campaigns are the best way to drive the number of installs needs to increase app store ranking.

Winner: Incent

Increase Organic Installs

In order to see an increase in organic installs, it is imperative that your app is seeing a high ranking in the app store, thus similar to the above, incent campaigns will work best in this case.  The higher positioning in the app store means that your app will have more visibility among app store visitors, thus it is very likely that organic traffic and installs will see a boost, which will also help to offset the cost of the paid installs.

Winner: Incent

appapp installsapp promotionapp promotion campaignsApp Storeincentinstallsnon-incent
Previous
Next

Latest White Papers

  • Shifting Plans for 2020 & Beyond
  • Game On: How Brands Can Log Into A Diverse Multi-Billion Dollar Industry
  • What CCPA Means For Brands
  • How Google is Improving Consumer Data Privacy
  • Ways to Prepare for the Cookieless Future
  • See all White Papers

Featured Posts

  • Ad Age Names PMG #1 Best Place to Work in 2021
  • MediaPost Names PMG Independent Agency of the Year
  • PMG Client Portfolio Trends During Amazon Prime Day 2020
  • A Closer Look at the Congressional Big Tech Market Power Report
  • What to Know About Reddit

Categories

  • Consumer Insights
  • Content
  • Creative Design
  • Data Analytics
  • Development
  • Digital TV & Video
  • Ecommerce
  • Industry News
  • Local
  • Mobile
  • Paid Search
  • PMG Culture
  • Programmatic & Display
  • SEO
  • Social Media
  • Structured Data
Fort Worth

2845 West 7th Street
Fort Worth, TX 76107

Dallas

3102 Oak Lawn Avenue
Suite 650
Dallas, TX 75219

Austin

823 Congress Avenue
Suite 800
Austin, TX 78701

London

33 Broadwick Street
London
W1F 0DQ

New York

120 East 23rd Street
New York, NY 10010

Get in touch

(817) 420 9970
info@pmg.com

Subscribe to the PMG Newsletter
© 2021 PMG Worldwide, LLC, All Rights Reserved
  • Contact
  • Privacy Policy
 Tweet
 Share
 Tweet
 Share
 Tweet
 Share
 LinkedIn
We and our partners use cookies to personalize content, analyze traffic, and deliver ads. By using our website, you agree to the use of cookies as described in our Cookie Policy.