Rewarded ads can increase user retention in the app several times.
This is stated in the study of the advertising platform Tapjoy.
According to Tapjoy’s observations, the dynamics of user retention without additional motivation usually looks like this: after a week, the application audience is reduced to 22%, after a month — to 12.7%. Two months later, the application retains only 6% of users.
Average user retention time in the app
The situation can change with the help of advertising that rewards the user for viewing. In gaming applications, this can be virtual currency, upgrades for weapons and other bonuses.
Only one interaction with such a format increases the chance of user involvement by 4 times.
The retention of 30 days for those users who interacted with such advertising in the first week of working with the application reaches at least 50%.
Users who have watched at least one rewarded video in the first week of working with the app have a 30-day retention of at least 53.2%.
If a user watched 7 videos in the first week, then his retention rate for 30 days is at least 71%.
The ratio of ad impressions with remuneration in the first week and monthly user retention
As part of the study, the Tapjoy platform analyzed the actions of 500 million users in 10 thousand mobile applications during the first week after installation.
Source: Moby Affiliates