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[Experimental] CPA Ads

Cost Per Acquisition (CPA) Ads present a different approach to advertising and compensation than "standard" Overwolf Ads. CPA Ads focus on interaction and engagement, paying larger sums, but only for successful conversions, rather than just for passive engagement.

Below is a demonstration:

Product differences​

From a product perspective, these Ads should rarely "just" be presented in a container somewhere within the App, as that would rarely bring engagement.

Instead, they demand a more active approach. The exact details are left up to every App developer's discretion, and should be carefully weighed against user experience, as these Ads are designed to not be ignored, and can arguably get in the users' way.

Technical differences​

Unlike with the Overwolf Ads SDK, CPA campaigns are currently entirely opt-in, per campaign.

To participate in ongoing campaigns with your App, simply contact us (for now), and we will let you know which campaigns are currently running, what are their rates, and what assets/links you should use for them.

Implementation details​

Every CPA campaign involves two main parts:

  • A set of static image assets, to be used when advertising the product.

  • A target url, to which the Ads should lead.

  • Apps wishing to participate will then display these assets, directing to the "target" URL on click.

    • The "target" URL MUST only be opened in the users' default browser.
    • The "target" URL MUST NOT open in a way that overtakes focus from an active game.
    • The "target" URL MUST only be opened if the user explicitly clicked on it.

The assets will remain available until the campaign has ended, and will simply become unavailable afterwards.

Displaying the assets​

We recommend that you follow certain guidelines, to ensure the CPA Ads do not become annoying/detrimental to the user experience:

Try to avoid showing high-engagement versions of the Ads when the user is not available to interact with it.

  • Do not show a pop-up within a game.
  • Do not open a desktop notification while the user is in the middle of a fight.
  • Etc.

If you do show the Ads as a pop-up:

  • Try to use dead moments in the App's lifetime.
    • Waiting in a lobby.
    • The post-game screen (especially after a positive experience, like winning a game).
    • Waiting for a video to process.
    • etc.
  • Do not show the pop-up too frequently, and do not show it too many times in total. Your goal is to show the Ad as many times as needed to convince a user who can reasonably be convinced, and not any more than that.
  • Make the pop-up easy for users to close.
    • User clicked outside the pop-up's area within the App - close it.
    • A game just started - close it.
    • User interacted with any other part of the App - close it.
    • Enough time reasonably passed - close it.