据读写网报道，因“按安装奖励”广告模式而著名的手机应用服务公司Tapjoy，日前宣布推出一个新的应用创收概念“按操作奖励”（pay-per-action），用户只有在某款手机应用或游戏中完成了相关操作，比如说闯过了某一关卡或者阅读了部分使用说明，才能获得广告商的相关奖励。

Tapjoy公司表示，这项新服务可以让开发商获得更高的回报，因为它能为用户提供更具黏性的产品体验。

pay per action

据游戏邦了解，Tapjoy过去的“按安装奖励”（pay-per-install）模式主要为终端用户提供来自Tapjoy广告商的虚拟货币奖励，支持用户使用这些虚拟货币而非信用卡，为手机应用内容付费。

但现在“按操作奖励”这种模式中，终端用户只有完成了指定的操作，才可以获得广告商的相关奖励，这种做法有助于提高应用的使用率，从而减少手机应用沦为一次性试用品的概率。也正因为这种服务更为可行，所以广告商也更乐意为此掏钱。

当然，为了监测用户是否完成了指定的操作，Tapjoy还与Apsalar移动分析平台进行了合作，通过后者的分析工具追踪用户的操作行为。游戏邦获悉，这种做法的好处在于，Tapjoy广告商还可以通过这种分析工具观察用户的产品体验效果，并以此不断改进和完善应用功能。

GameFly公司市场营销副总裁Steve Hartman认为，“按操作奖励”模式有助于“极大地增加用户转化率，提高GameFly用户的忠诚度”，Gameview Studios（游戏邦注：该公司代表作包括《Tap Fish》、《Tap Ranch》、《Tap Town》等游戏）的首席执行官Rizwan Virk也认为，Tapjoy和Apsalar的这项合作对开发商来说是个好消息。

另外游戏邦还获知，Tapjoy的注册用户可以通过与Tapjoy联系，获得这项服务的软件开发工具。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

A New Distribution Model for Apps: Tapjoy’s Pay-Per-Action Service

Mobile app distribution service Tapjoy, known best for its “pay-per-install” advertising mechanism for user acquisition, has today introduced a new concept in application distribution models: “pay per action.” Instead of simply rewarding users for downloading apps, this new form of mobile advertising only rewards users once they’ve taken a specific action within an app or game – for example, beating a certain level or watching a tutorial of some sort.

Says Tapjoy, the new service will deliver a much higher return on investment as it guarantees a higher level of engagement among the app’s users.

The way Tapjoy’s previous program worked is that it would provide end users with virtual currency rewards for application installs from Tapjoy advertisers. Those users could then “pay” for apps with that virtual currency, instead of with a credit card.

With the new “pay per action” model, Tapjoy advertisers don’t dole out the rewards until a user has performed a specific action within the app. This leads to higher levels of engagement on the end user’s part as they must actually use the app, not just download it. Because of what this service can deliver, advertisers are likely willing to pay more for this type of activity.

Of course, in order to provide these rewards, Tapjoy needs to know when the designated action has occurred. For this part of the new service, the company has partnered with Apsalar for access to its mobile analytics platform. Going forward, Apsalar will provide the analytics service now found within Tapjoy’s dashboard. Another benefit to this partnership is that Tapjoy advertisers can use the analytics to also determine at which point users tend to stick around within an app, and then incentivize the users to reach that stage.

According to GameFly’s VP of Marketing Steve Hartman, the pay-per-action model will “significantly increase conversions that will lead to acquiring GameFly users who are more loyal and engaged.” And Rizwan Virk, CEO of Gameview Studios (Tap Fish, Tap Ranch, Tap Town) says that having the two companies – Tapjoy and Apsalar working together “will be great for developers like us.”

The new PPA software development kit will be available to registered Tapjoy customers. Interested parties can learn more by contacting Tapjoy from the sign up form here.（source:readwritewe）