Performance Marketing

Choosing the Right Promotion for Your Audience

Becky Doles

Over the last few years, tremendous progress has been made in contextual advertising. Nowadays, advertisers can reach the right customer with the right product, at the right time & place and on the right device.

Yet, what about reaching the right customer with the right promotion? Whether you’re offering traditional percentage ­off discounts or “buy one get one free” deals, there are still limited promotional choices for both advertisers and customers. Customers have come to expect discounts, which impact profit margins and make it difficult to break the discount cycle. As far as these types of promotions are concerned, generating follow-up sales remains challenging and targeting options remain limited.

So this begs the question: How can marketers innovate and allow more consumer choice? Simple: By replacing standard promotions with digital rewards, such as iTunes or Google Play credits. Digital rewards allow for greater control over promotional cost and also open up advanced targeting options. Here are a few ideas that advertisers can integrate into campaigns as part of promotions:

  • Offer iTunes codes as a “free gift with purchase” promotion to people browsing on their iOS device, and Google Play credits to people browsing on their Android device.
  • Offer a free copy of the latest premium Angry Birds app for subscribing to your newsletter, to people who currently use the freemium version
  • Offer a free special edition e­book from their favorite author in a format that matches their e-­reader (Kindle, Nook, etc.), when a customer check into your store location

A solution adapted for both advertisers and publishers

Publishers will quickly see the benefits from incentive-based promotions, as they will be able to match them to the demographics of their audience. This should result in an increase in both click-­through and conversion rates. Here are some ideas for publishers who want to offer promotion-based incentive offers:

  • If your audience is focused on gaming, reward them with Zynga game codes, or Xbox LIVE points.
  • If you have a growing community of readers, reward them with free e­books or e­magazines.
  • If you have frequent flyers in your audience, reward them with airline miles.

Promotion-based incentive campaigns generally offer higher payouts and result in higher EPCs. Some of the world’s largest advertisers, ­including Walmart, ­as well as renowned e­commerce innovators like, already offer incentives as part of their promotional campaigns.

For advertisers and publishers who want to offer promotions as part of their campaigns, this option is already available through our affiliate program, powered by HasOffers.

Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.