Mobile advertising company Tapjoy has introduced a new type of ad unit to help app developers improve user loyalty and retention.

Tapjoy Reconnect allows developers to reach consumers through the Tapjoy offerwall, in order to encourage them to re-engage with apps.

With retention and loyalty two of the biggest challenges for developers, reconnecting with consumers is an important element in user acquisition, the company said.

It  touts the approach as being less intrusive for users than other options – such as push notifcations – and inexpensive for developers to implement.

With Tapjoy Reconnect, a developer will only pay when the user chooses to re-engage with their app

"We've found that when you provide users with choice, it builds brand affinity and increases the likelihood of retaining users long-term," said Tapjoy VP and general manager for partnerships and strategic operations, Chris Akhavan.