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BizReport : Mobile Marketing : May 21, 2013

Tapjoy: Ad engagements preferred by mobiles

New data, out from Tapjoy and Yankee Group points to the importance of ad engagement in the mobile space. According to their research, mobile users actually prefer content subsidized by ads than content they have to pay physical cash for. Yankee Group suggest the virtual currency space will grow to more than $55 billion in 2017.

by Kristina Knight

Ad engagements represent the largest section of the virtual currency pie, forecast to increase 200%, or $900 million, by 2017. According to the data about half of mobile users have paid for premium content but that more than two-thirds prefer ad engagements when offered a choice.

"Yankee Group's report confirms that mobile is disrupting how consumers want and expect to receive virtual rewards and premium content," said Peter Dille, CMO, Tapjoy. "We expect this virtual currency model will continue to grow through mobile beyond games and into other types of content, such as music, print media and video content."

"Given sizable adoption rates and comfort levels, consumers are clearly expressing that they value virtual currencies, helping set the stage for continued growth," said Jordan McKee, analyst with Yankee Group and author of the whitepaper. "Mobile device owners have demonstrated that they're willing to interact with a brand by exchanging their time (ad-views) and personal data for free digital content. Since users choose to take part in this exchange, the engagement can be far more meaningful and powerful than pop-up, banner or television advertisements. Marketers that opt to leverage this model have the potential to realize robust engagement rates because their mobile audiences view the exchange as worthwhile."

Other interesting findings include:

• 77% say they'll engage with an add to 'earn' a tablet app, 75% to receive a paperback book
• 70% of smartphone users have or will share personal information for premium content, 53% of tablet users are so inclined

Tags: mobile content, mobile content trends, mobile marketing, Tapjoy, virtual currency trends, Yankee Group

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