Research On Cross-promotion Strategy Of Mobile APP Under Reward Advertising Model

Reward advertising(users get certain rewards by watching advertisements)is a widely popular mobile APP realization mode.Mobile APP developers can directly cooperate with each other in reward advertising or realize cross-promotion of traffic between mobile apps through third-party advertising alliance platforms.Based on the simplified Hotelling model,this paper studies the two-stage game problem of advertising reward rate and advertising cooperation strategy(including cooperation degree and advertising cost)between two competing APP developers under different cooperation modes,and obtains the conditions for mobile APP developers to choose different cooperation modes.It is found that,given a cooperative strategy,apps with low(high)content value will adopt aggressive(conservative)reward rates and gain(lose)all intermediate consumers.Those with low content value will not advertise in the rival APP,and will only choose to promote the rival app if they can obtain high advertising time.In this case,they will choose the maximum degree of cooperation and appropriate advertising fee to grab all the remaining value,while the other party cannot gain additional benefits from cooperation.In addition,factors such as advertising quality,advertising cost,user advertising aversion coefficient and brand identity will affect the selection of the optimal competition and cooperation strategy under the advertising cooperation mode.The study also found that under the advertising alliance mode,the advertising cost set by the advertising alliance platform is an important factor affecting the advertising alliance strategy selection of mobile APP developers,and will affect the optimal crosspromotion strategy of apps.The higher the advertising cost,the more apps tend to choose the advertising alliance model;On the contrary,the mode of advertising cooperation is chosen.