Tapjoy launches Country Multipliers to provide localised currency exchange rates for rewarded ads

 Mobile advertising and app monetization company, Tapjoy has launched Country Multipliers. Available through the Tapjoy dashboard, Country Multipliers enables publishers to increase offerwall conversions by awarding virtual currency for rewarded advertising offers at different exchange rates based on a user’s country.

The release comes as traffic to the Tapjoy Offerwall surpassed 1.6 billion opens throughout 2020 and 41 million monthly unique visitors in Q4, making it the most trafficked and highest revenue quarter in the company’s history.

Instead of relying on a single, fixed rate of exchange based on a fiat currency such as the US dollar, Country Multipliers adapt to the unique purchasing power and relative currency exchange rates for different countries, enabling app publishers to more granularly optimize revenue worldwide. In beta tests, Country Multipliers significantly increased offer completion rates and the Average Revenue Per Daily Unique Visitors (ARPDUV) rates of offerwall users in non-US countries.

Jurassic World: The Game, a theme park builder combined with epic dinosaur battles, used Tapjoy’s Country Multipliers to drive a sharp increase in revenue in Russia. After using Country Multipliers to increase the offerwall currency exchange rate by 3x for Russian users, the app increased its ad-based ARPDUV by 77%. The app also saw a 34% increase in average conversion rate and a 105% in daily ad-based earnings. Ludia quickly scaled the optimization against more apps and saw similar increases in Germany, Brazil and other countries.

By turning a fixed currency rate into a variable currency rate in strategic geographic regions, Tapjoy makes it easier to increase app revenue outside of the United States. As Country Multipliers go into widespread effect, Tapjoy has prepared appropriate multipliers for dozens of countries around the world.

The traffic increase to the Tapjoy Offerwall can be partially attributed to the company’s 2020 release of Multi-Reward Engagements for Cost-Per-Engagement (CPE) offers, which allow users to earn multiple rewards within one ad offer. The company will continue to invest in offerwall innovation by releasing a number of design, user experience and infrastructure improvements to the Tapjoy Offerwall throughout 2021 as it continues to innovate the in-app, rewarded advertising unit that it pioneered on mobile starting in 2008.

As consumer interest in rewarded advertising and in-app offerwalls continues to grow throughout the world, publishers are becoming more sophisticated in their approach. Our goal is to give publishers the tools they need to optimize offerwall performance at a granular level, and Country Multipliers is a great example. It provides a better user experience by equalizing buying power outside of the United States, which drives increased engagement with the offerwall and brings in additional ad revenue, while complementing IAP for the publishers.

Benjamin Chen, EVP Global Developer Relations, Tapjoy