Tapstream Launches App Banners to Remedy Dropping CPM Rates

June 20, 2013

10:00 am

As more web users go mobile, publishers are suffering declining CPMs. Even though mobile is becoming a larger piece of the web traffic pie, advertisers just don’t seem to be interested in paying full freight for an impression on a mobile browser.

“Web publishers today are having a hard time monetizing their ever-growing mobile visitors, while mobile app advertisers have money to spend to get their apps in front of more people,” says Tapstream founder Slaven Radic.

However, Radic believes he has found a solution. By putting his Tapstream App Banners WordPress plugin or JavaScript on their page, web publishers can fight this decline.

“Apple’s Smart App Banners is the most native and engaging way of presenting an app listing to a web audience, but sadly comes with no ability to track hits and installs,” Radic says. “Since the Smart App Banner technically sits outside displayed web page, there was no way to measure visitor engagement with the banner for advertisers.”

Every iOS visitor to Tapstream customers’ sites will see an eye-catching Apple Smart App Banner offering them a free game or app. Non-iOS visitors have the same experience they’ve always had, and the Smart App Banner won’t interfere with any of the publisher’s existing ads.

TapstreamSAB

Normally, these Smart App Banners are used for web publishers promoting their own apps. They’re a bit limiting: web publishers can’t change the click URL in the banner, so clicks cannot be tracked.

But Tapstream’s web-to-app impression tracking lets Tapstream pay the web pubs a CPM-based fee, while charging the app developers a CPI. Web publishers extract more revenue from their under-monetized mobile visitors, and app developers get a brand-new channel for user acquisition.

“Our network uses Tapstream’s mobile-web-to-app analytics tech to bridge [the] gap and enable our app advertisers to access this new type of web inventory on CPI basis,” says Radic. “This is the first time native Smart App Banners have been monetized for web publishers beyond using Apple’s 5% affiliate program.”

Below, Radic offers more insight about his company, his entrepreneurial style, and starting up in Vancouver.

Tech Cocktail:  What are you most excited about, as it relates to Tapstream App Banners?

Slaven Radic:  We help web publishers survive the mobile wave by monetizing mobile web visitors, something that is very hard to do these days. Our tech seamlessly tracks and displays the right offers on the right device so the publishers don’t have to do much except install our WordPress plugin or JavaScript.

Tech Cocktail:  How did you come up with the idea for App Banners?

Radic:  Our platform is used by thousands of apps to track clicks and visits into the app, and our customers are always hungry for more users. At the same time, we’ve seen the dropping CPM rates on the web due to the rise of mobile web visitor. It was obvious that our technology and our customers could solve this problem, which lead to Tapstream App Banners.

Tech Cocktail:  What personality trait has served you best as an entrepreneur?

Radic:  Tenaciousness. Running a startup is not easy, so it helps to be stubborn.

Tech Cocktail:  How do you keep your team motivated?

Radic:  Seeing our tech used by all these cool companies is what gets us excited.

Tech Cocktail:  What is the biggest advantage and disadvantage of starting up in Vancouver?

Radic:  Vancouver is a great place to start a company. Hiring and retaining talent is definitely easier, and the Government of Canada is very supportive of Canada’s tech eco system. The downsides are the usual ones of not being in San Francisco.

Tech Cocktail:  If you weren’t doing this startup, what idea would you be working on?

Radic:  My brain tends to fixate on one idea at the time, so Tapstream’s been it. That said, I strongly believe the mobile space is still in its infancy, and I would probably be running another mobile startup.

Check out Tapstream App Banners for yourself on the company’s website.

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Meg Rayford is a communications consultant based in Northern Virginia. She previously spent two years as the Director of Public Relations for a nonprofit startup, where she learned a lot about providing clean water for impoverished countries, even within the confines of a bootstrapped startup. She is the editor of Tech Cocktail, and she develops media strategies for companies in Washington, DC and Virginia. You can read her most recent work in the marketing chapter of the upcoming book, "Social Innovation and Impact in Nonprofit Leadership," which will be published in Spring 2014 by Springer Publishing. Follow her @megkrayford.

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