Ep 139: Debunking myths about offerwalls

Offerwalls have historically had a reputation for being low quality or associated with fraud in the mobile marketing industry. In this episode, Solomiya Mykoliv, the Global Direct Demand Director at Digital Turbine, debunks these outdated myths about offer walls and explains how their shift to deep, meaningful engagement with users appeals to publishers and advertisers. Also, while offer walls are for users who don’t want to spend money, Solomiya reveals when users are willing to open their wallets.

Digital Turbine is a one-stop platform for user acquisition growth and monetization. They recently acquired Fyber, where Solomiya has been working since 2016. She’s based in Berlin.

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• What’s the experience been going through the Fyber-Digital Turbine acquisition?
• What was the impetus for Digital Turbine’s rebrand?
• What makes your offer wall value to the performance marketing ecosystem?
• Do you find it’s still difficult to get publishers and advertisers to buy into incent as we think about them today is not how we thought about them in 2013-2014?
• What changes are we seeing with rewards within offer walls?

• 5:15 Solomiya’s background
• 8:56 Digital Turbine’s rebrand and acquisitions
• 14:10 Meaningful engagement with offer walls
• 18:02 Reducing fraud with offer walls
• 20:46 Have attitudes changed about incent
• 25:15 Gamification with offer wall
• 26:19 User behavior with donating on offer walls

(17:01-17:15) “At the end of the day, users are incentivized for completing a particular action [with offer walls]. So the goal here is to make sure that users are spending some quality time with the offer, and it’s not just about a quick action and a quick reward. ”

(18:21-18:36) “When you start focusing on events that take a week-long and you can track user progression within the app, it’s much more difficult to fraud, to pretend to fire an install and to pretend to it’s a real user. So that definitely helps to improve the overall quality.”