Chris Dixon has a point when he analyses that Google is more efficient at monetizing AdWords than Facebook monetizing display ads despite a much greater number of page views. We believe that the Appsfire model binds very well with that argument: our advertising model is directly aligned with the intent of our users.

Indeed, Appsfire has had a steady consumer value proposition since the beginning: help our users navigate the abysmal depths of the various app catalogs, you know the app stores, now stocked with over 1 million apps… Our app advertising is inherently 100% aligned with the mindset of our users. The essence of the user experience inside the Appsfire apps is about organic and algorithmic app discovery, while a tiny tiny fraction of the experience is about promoted app discovery (which we clearly mark as “promoted”; we think this is important). Our users act upon our advertising formats in plain free will, and within the very mindset of downloading apps. This is why we command a high lead to download ratio with a solid LTV at the end of the funnel…

Facebook will certainly make up for this disconnect via its sheer volume of page views, via laser focused targeting and deep user insights… we’re not worried about them. In fact, Facebook’s mobile advertising is starting to show good progress.

At Appsfire, our approach is to combine the best of both strengths: aligning user intentions and advertising (i.e. Google-style) while leveraging our own AppGenome data graph (i.e. Facebook-style).

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