+60%
Revenue during the Currency Sale
+37%
More Users
Introduction
Holiday seasons are a special time for everyone. People choose to spend their free time doing all kinds of entertainment activities and we usually see an increase in gaming sessions both in number and in duration. Together with our publisher partners we often organize currency sales on their offerwalls during the holidays and we decided to research what results these campaigns have on the overall performance.
What is a Currency sale?
A virtual currency sale is a limited-time event aimed at boosting performance for publishers and advertisers alike. During the event the digital currency exchange rates for rewards are increased with a multiplier between 1.3x and 2x in order to create a stronger incentive for users to use the Offerwall. aye-T Studios regularly organizes currency sales with partnering publishers during holiday periods like Easter or Christmas for example.
Methodology
For this research we collected data from our high performing publishers, who decided to take part in the Easter currency sale. We decided to focus on the periods before, during and after the Easter currency sale so we can study the dynamics of 4 priority publisher KPIs:
- Revenue
- Clicks per User
- ARPDAU
- Offerwall Users
Results
KPIs are improved across the board
- Starting with Revenue as our first priority publisher KPI – we saw an average 📈 60% increase in revenue during the Currency sale period in comparison to the previous period which we set as base and 📈 42% increase in the period after compared to the base. We consider this result a “pass with honors” for this KPI.
- When we look at Clicks per User we found a 📈 17% increase in the period during the Currency Sale and a 📈 5% after, both compared to the base period before.
- ARPDAU, the Average Revenue Per Daily Active User showed a 📈 20% increase during the sale and a 📈 40% increase after. We attribute that to some offers taking a longer time to complete and thus the revenue generated for them ended up being accounted for in the period after.
- Last but not least, the total number of Offerwall users increased on average with 📈 37% during the Currency sale and continued to rise in the period after.
Conclusions
Improved KPIs during and after the currency sale
Increased performance during the sale
While the currency sale was active in the period around Easter the total User base increased on average by 📈 37%, which together with an increased ARPDAU by 📈 20% per cent finally led to a 📈 60% per cent increase in Revenue, all in comparison with the period before which was taken as base. All of these numbers just show what a significant effect a Currency sale might have on the monetization and usage of an Offerwall.
Drive Offerwall adoption
The effects of the Currency sale were not only limited to while it lasted, but were clearly ‘here to stay’, showing increased Offerwall adoption and usage in the period after. Average Revenue scored a 📈 42% increase, ARPDAU rose 📈 40% and Users increased by 📈5%. Combined these 3 KPIs show us that not only new users were introduced and adopted Offerwall, but current ones also increased their usage.
Increased Offerwall use of already loyal users
Both in the periods during and after the Currency sale the loyal Offerwall users were showing an increased number of interactions with the Offerwall. The Clicks per User KPI rose by 📈 17% during and by 📈 5% after. Aside from that, ARPDAU was also on the rise with 📈 20% during and 📈 40% after, from which we can conclude that the loyal users of the Offerwall were using it more in comparison to the period before the Currency sale.
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