The Cost of Free Applications: Sponsored Advertisements Pay the Price
What are Sponsored Advertisements?
Sponsored advertisements are ads that are paid for by one party and presented by another. Cost per click ads that appear on Google are one example of this type of advertisement. Advertisers pay to get their message in front of a user and the user receives something of value, like Google Search (or other Google products), for free. Sponsored ads that appear within free applications are another example of this type. These advertisements support applications so they can be downloaded and used for free.
Sponsored Advertisements Get a Bad Rap
Advertising within applications is a vital component in keeping some applications free for download and use. However, sponsored advertisements in free applications have gotten a bad rap and are wrongfully associated with invasive or negative behavior such as software that is unknowingly installed on a user’s computer solely to collect user information without their consent. This association is incorrect, as sponsored ads, when properly presented, provide an excellent way of making consumers aware of products or services that may be of interest to them and, as stated earlier, support development of free applications that people want.
To maintain a great user experience, free applications with ads should always follow industry best practices which include:
- Ability to easily uninstall the application
- Displays unobtrusive advertisements within the application
- Does not collect personally identifiable information
- Does not monitor activities
W3i Goes Beyond Industry Best Practice Standards
W3i connects people to applications. Users receive quality, free applications and are given other application recommendations during the installation process. Some of our recommended apps utilize sponsored ads to pay for further development and to keep the app free. To support this, W3i goes beyond industry best practices. W3i’s intelligent installation manager, InstallIQ, uninstalls itself after installing the selected applications, it only installs applications that the user selects and each application has a disclosure which includes its terms and conditions as well as any privacy policy. In addition applications have instructions on how to uninstall and can be easily uninstalled through the Control Panel/Add and Remove. InstallIQ never collects personally identifiable information.
W3i is committed to user trust and credibility, which is why we are proud that InstallIQ is the only installation manager that is TRUSTe certified. InstallIQ only recommends applications that meet standards for being tested for malware and spyware set forth by TRUSTe and W3i. W3i tests and monitors all applications, even those that display sponsored advertisements, within the W3i Application Network to remain compliant to these stringent standards.
Sponsored advertisements, when used properly, help users receive free applications that provide value and, at the same time, support the application developer. W3i’s Application Network proves that sponsored ads in apps do what they are intended to – give the user what they want for free.
Eric Montag, Product Manager, W3i, LLC
Eric is a Pragmatic Marketing Certified Product Manager and uses his experience in internet marketing to lead the charge in product research, planning, and execution from both a consumer and business standpoint.
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