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Summary:

Advertisers looking to drive more downloads of their apps are getting a new tool from TapSense. TapSense’s new ad units allows consumers to download a promoted app right from the ad without getting forced out to the App Store to complete the transaction.

TapSense, mobile advertising
photo: TapSense

TapSense, a mobile app marketer, is rolling out new ad units that let people initiate and complete an iOS app from a mobile ad. That’s in contrast to similar ad units that take a user out to Apple’s App Store to complete the download. TapSense said its ad units are the first to take advantage of new capabilities in iOS 6. And they offer the potential for better conversions for advertisers, who want to get better distribution and downloads for their apps.

When a user sees a TapSense interstitial ad and chooses to download an app, they call up a page that recreates an App Store page with details, reviews, ratings and images. One more tap on an “install” button and the app begins an automatic download. The user, who has never left their original app, can then continue on where they left off. Another version of the new ads also allow users to share the promoted app on Facebook, and via text message and email.

The App Store ads specifically call the “SKStoreProductViewVontroller” in iOS 6, which allows developers to recreate the App Store environment. Previously, this functionality was limited to Apple’s iAd ads, which also had higher conversion rates because of its integrated App Store, said George Kennedy, co-founder chief evangelist of San Francisco-based TapSense.

TapSense, mobile advertisingKennedy said the App Store ads are in beta and will take a while to roll out fully as more consumers upgrade their devices to iOS 6. But he said early results show they are converting at a rate three to five times better than normal ads.

“The less friction there is between seeing what you want and getting it, results in more conversions,” said Kennedy.

Apple recently appeared to be clamping down on some app recommendation apps that promoted other apps in a manner that could be confused with the Apple’s App Store. Kennedy said the new language in clause 2.25 in the developer guidelines applies to apps that mimic the App Store, not apps or ads that use iOS 6 to officially recreate the App Store experience.

TapSense currently works with advertisers including Trulia, HotelTonight, Poshmark, Pocketgems, and Tiny Co. TapSense focuses on placing ads in top 40 apps and optimizes campaigns in real time to target loyal users, who will return to an app after downloading it. TapSense competes against Google AdWord and AdMob.

TapSense was founded last year by Kennedy, a former InMobi global marketing director; Ashwani Kumar, head of smartphones at InMobi; and Amit Manjhi, a former software engineer at Google. The company came out of stealth mode several months ago and has received seed funding from early AdMob investors.

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  1. Nice one. Looking forward to try Tapsense

  2. TapSense has done a good job here, along with a few others in the space who are getting really innovative. I wish more would. I work in the industry, and from Millennial Media to Leadbolt, there are some exciting signs of growth out there. But growth and innovation are two separate things. Like I would say Airpush is a great example of innovation, particularly with their new SDK. Leadbolt, on the other hand, hasn’t really thought outside of the box on much and revenue potential is not being optimized. So I really hope small burst of innovation wherever they occur will do more to get everyone thinking more creatively as new tools and resources come online.

  3. Michael Essany Friday, October 5, 2012

    Agree with the comment from E! Man. Innovation is truly a rare gem in this business. WHY? Because there is so much money to be made right now, that I truly think ad networks release any old crap disguised as a suite of helpful tools to make developers and mobile advertisers do business with them. And its REALLY hard to separate the good from the bad, although I share the view that Airpush is excellent. CPMs for a number of my colleagues have consistently been in the $7-$9 for the last month of so, thanks to the SDK 5.0 you referenced. So there are definitely amazing options out there, they are just TOO FEW AND FAR IN BETWEEN!

  4. I only work with a few networks now too for the reasons the other posters mentioned. Somewhere along the way, mobile ad networks (who spend more money advertising themselves than creating platforms for generating meaningful revenue) have forgotten how to innovate. It blows – especially for those of us who actually try to make a living off of this. I have been really pleased with Airpush (http://bit.ly/NyV3FJ) as well, and would probably give my rarely given endorsement to them if I had to plug anyone right now. They’re not perfect, but they are innovating and I have been making more money than usual through them. That’s all I’m asking for people. Give me the resources and I’ll make it happen. Airpush has.

  5. Ryan

    With all due respect this is in no way an innovation but a simple leverage of a part of the ios6 Sdk which allows to trigger app downloads from anywhere in an app. No breakthrough here. What I have not read is how tapsense tracks this ad unit because it is hosted by apple and not the ad network. More specifically the URL download is an iTunes link and the page is hosted by apple

    Without tracking no business.

    I am also curious to understand how 2.25 can be understood with so much confidence that ad networks are not concerned. The wording is wide enough to include them. I would say even they are concerned first.

    Ouriel
    AppsFire

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