Decline or turnaround, how can the points wall occupy the high ground?

The game of mobile marketing does have many clever moves: social media marketing, mobile big data marketing, live streaming marketing, VR advertising, etc. However, just recently, the market seems to be conveying an unusual message to the industry. After nearly a year of dormancy, the points wall business has begun to turn around!

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"In Q3 of this year, points wall accounted for about 50-60% of the total turnover of domestic advertising platform business. The data in October was slightly higher. It is expected that this figure will reach about 60-70% in Q4." The head of mobile marketing of Dianru, a major domestic points wall business company, revealed.

Judging from the feedback given by the media, channels and advertising demanders, the effect of the points wall business has become significant. Some mainstream vertical media focusing on mobile marketing have also stated that in Q3-Q4 of this year, the points wall business has regained its high ground.

On the surface, the incentive for this business trend mainly comes from the continuous adjustment of Apple's App Store rules : submission review mechanism, ranking rules, and review of machine brushing and protocol brushing, which give the industry a false impression that list optimization is difficult to do.

On the contrary, the optimization effect of the offer wall becomes more significant. As one of the reasons why the points wall was once controversial, Apple's crackdown mainly targets fake traffic and irregular behavior. Although they are all for the purpose of boosting sales, machine flashing is done by operating the Apple account to complete the download, which is not real and valid data. The points wall is downloaded by real users, user behavior is standardized, and the effect is good.

Today, looking more deeply, the recovery of the points wall business reminds us to re-examine whether the value of this incentive marketing model is correct?

It is understood that the total daily distribution volume of the points wall in the current domestic market is close to 2 million, while the maximum daily distribution demand of the points wall for a game is about 200,000. This installed base can help developers easily top the list. Looking at other forms of promotion, not many have this capability.

As the core demand of APP promotion , advertisers with demand are mainly performance-oriented customers in the Internet industry. Games, tools , security, financial management , local life, etc. all choose the points wall business form without exception, and more than 60% of the budget is invested in this.

Analysts from professional research institutions said, "The incentive-based, task-based marketing model of the points wall provides an interactive mechanism that transfers costs to advertisers who are willing to pay to acquire users. This marketing model itself is very convincing."

Many well-known domestic digital marketing media continued to report on the points wall in 2014 and 2015, and pointed out that: based on the actual delivery effect, a successful marketing model stems from the satisfaction of needs, including advertiser needs, user needs, and media channel needs. Users' demand for point rewards, large advertisers' demand for rankings, new platforms/products' demand for user traffic, cost-effectiveness, and exposure, and media's demand for revenue and user experience, as long as these demands exist, the points wall is undoubtedly the most effective and direct way.

The judgment that the points wall has “poor user quality” is not accurate.

The root cause of poor quality is nothing more than "impure user motivations and a high possibility of loss." Imagine that if the product itself is excellent, and users are incentivized to download and try the product through points, there will definitely be a considerable retention of users. In addition, insiders understand that their real purpose is not to directly acquire users through the points wall, but to attract more natural high-quality users through the changes in rankings brought about by the points wall.

It can be said that under the continued turbulence in the industry development tone, the points wall business has been almost dormant in the past year, and no major initiatives have been exposed by the various platforms. In fact, the points wall business has not stopped, and innovations in the points wall business have even been going on quietly. For advertisers, it is still a good hand.

It is understood that there are approximately 2,000 media channels in the entire industry that support the points wall business, of which approximately 50 are key channels. "All improvements must start from the media end." The head of Dianru's operations said, "We are actively absorbing high-quality media to consume our abundant advertising resources. In addition, we will conduct media evaluations regularly to eliminate junk and cheating traffic to ensure the quality of users."

As a domestic first-line points wall platform, Dianru provides the media with a complete user data management system, providing user data such as starting users, new users, new user ratio, average duration, active rate, as well as user average points consumption, consumption points history query, etc., so that the media can always understand user operations, eliminate confusion, and use data to guide application optimization, point mechanism setting, etc.

Today, we can foresee that the points wall business will usher in another peak in the near future, but the nature of the mobile marketing industry determines that it is impossible for one business model to dominate for a long time, and it requires a continuous optimization process.

For the industry, we should have the courage to chase the peak and the confidence to withstand the trough.

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