Thursday, January 31, 2013

Ad Copy vs. Medium

Looking at the ads people run on AdDuplex I can’t help but notice that a rare developer/advertiser considers the “currency” of the advertising platform she is on. Some ad networks (like AdMob) charge for clicks, others (like AdDuplex) charge per impression. Even in the free cross-promotion part the “currency” on AdDuplex is impression.

This may sound like something obvious and just that – a currency used to measure your spending. But it has dramatic implications on what you want your ad copy to achieve.

Each click adds to your user acquisition cost

When you pay for clicks you want to maximize the quality of those clicks. After all each click goes directly to the bottom line of your user acquisition costs. So if you were advertising your great Twitter app you’d run an ad looking something like this:


You want to state the name of your app so your existing users don’t waste your money. You cover the nature of your app and its killer features. This way you are pretty sure that a user clicking on an ad like this has some interest in your app. Well, except for the accidental clicks, but that’s another story.

You’ve already paid for that impression – make the most out of it

When your currency is an impression you want to maximize the value of each impression. To do that you try to lure a user to go take a look at your app. You can’t fit every feature or all the beauty of your app in a single ad but you can cover all of this in your store description and screenshots. Therefore you want everyone with even a slightest interest in such an app to click on your ad. So an ad like this would work better for the same app advertising on pay-per-impression basis:


We know that shorter ads get more clicks and the worst case scenario is that another person will learn more about your app even if said person doesn’t convert to a user. Maybe she has a lot of friends who would love your app and will spread the word. Why wouldn’t you try and grab her attention?

The bottom line is – think about maximizing ROI of your advertising. Your ad copy plays a big role in this.

P.S.: today (January 31st. 2013) is the last day you can get 2x more impressions when you buy commercial advertising on AdDuplex. Don’t miss the opportunity

Thursday, January 24, 2013

Your Biggest and Cheapest Ad Campaign


When we have no ads to show we show your users the default AdDuplex ad. This doesn’t happen often, since, due to our nature, we always have a 80%+ fill rate, but it happens. Your apps still get full credit for the impression, but it’s probably less interesting to the general public than, say, an ad for a great game. So we thought that instead of showing our own default ad we can default to advertising something more meaningful for the Windows Phone users – like your app or service.

More Than 10 Million Impressions for Less Than 10% of The List Price

Here’s the deal. Each month we will pick one advertiser whose ad will replace our default ad. Your ad will be shown in one of 2 cases:

  1. when we don’t have an ad to show
  2. when our back-end infrastructure doesn’t return an ad in a timely fashion

There’s no way to know upfront how many ads will be served this way, so we are making a conservative promise for the first month (February) – we guarantee that your ad will be displayed at least 10,000,000 times. We expect that you will get way more impressions out of this deal, but if we are wrong we will compensate for the difference with a regular 3 month subscription. So if your ad was displayed 7 million times, you’ll get the remaining 3 as a normal advertising subscription of 1 million impressions per month over 3 months. But, again, we’ve tried to be conservative with that 10 million number, so this situation is unlikely.

The price to be the default ad on AdDuplex is $990 for the month of February. This means it costs no more than $0.099 per thousand impressions. And that’s the worst case scenario. If your ad ends up getting 15 million impressions you will end up spending only $0.066 per thousand.

So What’s The Catch?

There must be some string attached to such a good deal, right? Well, there are some conditions that set this apart from a regular campaign:

  1. There will be only 1 whitelisted advertiser per month. We will pick one based on the combination of quality and relevance of advertised app, site or service and on first-come, first-served basis.
  2. You can have only one text ad and you can’t change it during the month. This ad has to be static to fulfill its purpose.
  3. There’s no targeting – it’s the default ad for everyone.
  4. The offer is for Windows Phone advertising only – we are close to sold-out on the Windows 8 side.

Sounds good, sign me up!

If this sounds interesting and you want to run probably the biggest ad campaign for your product for a fraction of a price found anywhere, do not hesitate and send us an email to Do not hesitate to contact us if something is still unclear and you have more questions.

Wednesday, January 16, 2013

AdDuplex Turns 2!


On January 17th, 2011 AdDuplex opened its doors to the first batch of users. Of all the related dates we think this is the one we should use as our birthday. So AdDuplex turns 2 today!

I’ve decided to look at our second year in retrospect. Let’s see what was and wasn’t as good as we hoped.


Number of apps on the network has almost quadrupled getting from 600 at the beginning of 2012 to almost 2,300 by the end of it. At the same time number of daily ad impressions has grown tenfold! We have expanded to Windows 8 and already attracted more than 120 Windows Store apps.

A nice transformation over the year was seeing the reaction of people going from “Windows Phone what?” to something along the lines of “yes, I know who you are and what you do”. We were honored to be accepted to the Startup Sauna accelerator program and invited to their Silicon Valley trip.

Recently our reports got quite some attention from the mainstream media to a point I was considering adding those cheesy “as seen on” badges to our front page.


We’ve launched a new site and changed the logo thanks to the talents of the mega-talented Long Zheng. We have also rebranded from “ad exchange network”, which apparently was mostly confused with traditional ad networks, to “cross promotion network”.


This write up wouldn’t be complete if I didn’t mention our failures. In 2011 driven by user requests and our own greed we’ve introduced “mixed model” – a way to monetize apps in addition to cross-promotion. In 2012 we understood that it was holding us back, distracting from our core focus on helping developers get more traction and discontinued it. It was a hard decision to kill a major feature that took a lot of time and resources to implement, but ultimately it was the only right decision to make.

As any software project we’ve failed to deliver things as fast and as many as we hoped to. Our limited resources and falling back on the plans also resulted in our neglect for the maintenance of the featured apps section on our front page and our sub-project. We sure hope to address these in 2013.

Celebrate with us!

Overall it was a great year, though. We are sure 2013 will be even better. Celebrate our birthday with us – join the free cross-promotion network and/or advertise your apps, sites and services commercially. Buy credits in January and get 2 times more impressions with new orders plus free country targeting.

Thank you very much for using AdDuplex and best of luck with your Windows Phone and Windows apps!

Alan Mendelevich
Founder & CEO

AdDuplex Windows 8/RT Device Statistics for January 2013

It’s time for the January issue of Windows 8/RT device stats report. Last time we’ve covered the basic stats for all of the devices around the world. This time we will follow the trend started with our latest Windows Phone report and slice the data geographically as well as look at the Windows RT devices separately.


Data source

The report is based on data collected by 112 Windows Store apps running AdDuplex ad SDK over the course of one day of January 14th, 2013. We’ve made reasonable attempts to aggregate data for different spelling, minor modifications (color options, etc.) of the same model and/or manufacturer, but there’s no guarantee some of the variations didn’t slip through.

Special note regarding Windows RT stats: we were unable to identify Lenovo IdeaPad Yoga 11 in our logs by the time of this writing (either by model name or model number) therefore it wasn’t included in the results. This means that either no one is using the device (unlikely) or we were unable to discover the model name it is reported under (most likely).

Update (1/17/2013): We finally managed to identify Lenovo Yoga 11 as Lenovo VenusTZ and its share is even lower than that of Samsung Ativ Tab, so it doesn't affect the reported stats in any substantial way.


Worldwide stats


The situation didn’t change much since last month. You can see that Surface has gained more than 1% of the share likely thanks to wider availability. Other than that the top 10 is still mostly dominated by the cheap laptop models. One notable touch-enabled exception is ASUS VivoBook.

Monday, January 14, 2013

Introducing Country Targeting for Campaigns


Majority of mobile apps and especially games target global audience and, since AdDuplex is primarily a cross-promotion network, targeting was never a high priority for us. Considering our limited resources we kept pushing it back since there were more important things to do all the time.

But finally we’ve come around and today I’m happy to introduce the first step to better targeting – country targeting for campaigns. You can now create campaigns that target specific countries (or sets of countries) and your ads will be displayed in these countries only.


As you can see from the screenshot you can run your ads “of-the-network” as before or you can target them to specific countries. You may have also noticed a “price ratio” value next to the targeting options. Depending on availability and demand, targeting specific countries (and other properties later on) may cost more than non-targeted advertising. That said targeted advertising won’t cost you anything extra until the end of January 2012. So I encourage you to use this opportunity to try it.

We plan to introduce more targeting options in the future. As for targeting for exchange apps, this is planned too, however in order to preserve network balance most likely it will be implemented in a “soft targeting” way. Meaning that targeting settings will be treated as preferences, but not rules. This is still an open topic and may change one way or the other.

To start advertising login to the client area, create a campaign and set country targeting for it. You will need some advertising credits to create a commercial campaign which you can buy here.

Tuesday, January 8, 2013

Windows Phone Device Stats for January 2013

It’s time for another issue of the AdDuplex report on Windows Phone devices. We decided to take a look at the data from a slightly different angle in each report and this time we will slice the data geographically a bit more than we did before.


Data source

This report is based on data collected by 215 Windows Phone apps running AdDuplex SDK v.2. The raw data analyzed was collected over the day of January 3rd, 2013 (UTC time). We’ve made every attempt to consolidate different reported phone model names under their canonical retail model names, but it’s possible that some of the rare model name variations were not accounted for.

Special note to Ed Bott: no professional statistician was involved in producing this report. We have this data and try to produce as accurate report as we can. You shouldn’t make any investment or other serious decisions based on this report.


Worldwide stats


The most notable change is that high end Windows Phone 8 models gained a lot of ground over a little more than a month since our last report. Nokia Lumia 920 share more than doubled and left its predecessor behind. HTC 8X has raised from sub 1% to a healthy 3% mark. Most of this growth happened at the expense of the older models, but it’s interesting to note that Lumia 800 held its ground thanks, probably, to very aggressive pricing in many markets.

Friday, January 4, 2013

100 Active Windows 8 Apps

Man on top of mountain.

Just a quick note that today we’ve reached 100 active Windows 8 apps on the AdDuplex network. Thank you very much for using AdDuplex!

Not using AdDuplex to promote your Windows Phone or Windows 8 app yet? Join now!