Tapjoy raises $30 million to meet app marketing challenge

As the mobile app market grows, it’s creating new opportunities for app marketing companies like Tapjoy, which has raised $30 million even after running into an Apple ban on one of its products. The new money highlights the opportunities available as the app market booms.

Apple Reportedly Rejecting Apps With Pay-Per-Install Campaigns

Apple isn’t just tweaking its App Store rankings to include more than download numbers and possibly lessen the impact of incentivized pay-per-install marketing campaigns. It’s actually banning apps that use pay-per-install, according to one of the leading providers, Tapjoy.

Can Virtual Rewards Keep Mobile App Users Engaged?

Tapjoy is launching a new Pay-per-action service that allows app makers to offer virtual currency or goods to users who complete actions within an app. The idea is that incentives inside an app can keep people tuned in and help turn them into more loyal customers.

Today in Social

Various items on virtual goods are percolating today. GigaOM’s Ryan Kim talks to the CEOs of two companies in the virtual goods/freemium apps ecosystem. Tapjoy, that used to be known as Offerpal when it was powering Facebook social games’ currency, has raised $21 million. W3i is launching a new vehicle for matchmaking advertisers, apps and games companies. Both companies seem to emphasize mobile apps over the web or desktop games and apps where they used to play bigger distribution roles. Each uses apps and games themselves as a payment. That is, a gamer could get new levels by installing another game that came from an advertiser. Virtual goods may be worth $2 billion this year (with social games 40% or more), and Zynga alone might have scored $250 million in virtual goods last year. There are even daily deals for virtual goods. Great growth market, but doesn’t it feel like the value chain might have a few too many links?

Alternative Payment Services Ride the Freemium App Boom

The news that Tapjoy, formerly Offerpal, raised $21 million in funding last week shows there is a big opportunity to be had by helping the freemium model expand on mobile. It’s a lesson that W3i, a desktop application marketing company, is looking to exploit.