White-label app store Appia announced the launch of what it describes as a “performance based advertising network,” enabling developers to improve the promotion and discovery of their apps via its stores, using a pay-per-download model. It said that this will allow them to directly increase app downloads and only pay for results. Developers can target their ads by country and platform, with Android, iOS, Java, Symbian, Windows Mobile, BlackBerry and Palm apps supported.
Appia’s ad network is directly integrated with the Appia Developer Program, which it said makes it “quick and easy for Appia developer partners to set up and run pay-per-download campaigns to promote their apps.” Once a product has been uploaded to the developer portal, the developer sets the bid price they want to pay per download, chooses the geographies they want to target, and selects a payment method. Online reporting shows campaign activity broken down by platform, device and geography.
The company said that developers will be able to target consumers across its distribution network, which delivered 22 million downloads in March 2011. The network now reaches more than 200 million mobile subscribers in more than 200 countries. Jud Bowman, founder and CEO of Appia, said that “while developers scramble to figure out discoverability in light of new policies within Apple’s App Store and Google’s Android Marketplace, we are providing new options for developers to market and promote their apps and only pay for results.”
Prior to the commercial launch, Appia has been running a private beta of its service since February 2011, which has “already delivered high value sponsored downloads to trial partners including Flirtomatic and Blue Lion.”
Read our recent profile of Appia here.