A screen from the End Card for “War for the Planet of the Apes”
Tapjoy specializes in rewarded ads in mobile apps, such as when a gamer might get additional energy for her character if she watches a 15-to-30-second video ad.
This week, the San Francisco-based firm is extending its rewarded video ads with rich media End Cards that offer additional info and such calls to action as making a purchase, visiting a website, downloading another app or entering into a social media channel for a conversation. Real-time A/B testing and verification by third-party service Moat are available for the End Cards.
This is Tapjoy’s first employment of interactive cards after its video ads. Previously, the company occasionally provided static cards. End Cards can also show up after short mobile gamelike ads, such as mazes.
Senior Marketing Manager Lauren Friscia-Baca told me that, at the moment, deep links from the End Cards to other apps are not supported, although her company is working to add them. Deep links go directly to specific content inside another app. Currently, the link-to-app goes to the home screen of an installed app, or to an app store for a download of that app.
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