Have you ever been surfing on the internet and when you were about to read a great article or you about to read the information you wanted, suddenly a pop up opens in the site and it tells you that you have to complete an action (register, login or download an app) in order to access the content? Well, that is basically content locking.
In Mobile Marketing, content locking is when a JS script is placed in a website and forces visitors to fill in some CPA offers in order to unlock the content behind.
So, let’s see an example:
A user wants to watch an exclusive video in your site, but before he can access to it, a pop-up box appear (consist of CPA offer), and he must follow the CPA offer flow in order to close the box and continue to the video.
Content locking is one of the easiest ways to make money with CPI/CPA offers, despite the conversion rates and all the stats may be similar to the ones of an incentivised user.
Why would content locking stats be similar to incentive ones?
This is basically because content locking is a kind of “soft incentivation” where user don’t get coins or in app benefits as reward, they will get the wished content. However, this may be perceived by users as more invasive, and they may refuse to complete the flow, in case the flow is a pain.
So, which would be the optimum flow for a content locking campaign?
For mobile, app installs (CPI basis), mobile content (one click) and short CPLs will be the best options. On the other hand, pin submit offers, CPE offers, long CPL offers and offers where user needs to insert their credit card details won’t succeed as much as expected.