"Paid media clicks generally come with intent and some knowledge of the company; viral apps generate deluges of users, none of whom know or care about the product when they arrive. So the onboarding process looks like web quiz flows and makes "big promises" regarding the app, Burke writes. "Paid advertisers take note: If your onboarding assumes the user already knows why they're here, you're leaving conversion on the table.""
"TTD's Tribulations Trade Desk's direct-to-publisher channel is particularly strong as a path to premium video supply. But agency buyers cited concerns around insufficient transparency and potential hidden fees as reasons they're pulling back. One source says OpenPath includes unclear costs that make the product hard to compare with SSPs or other supply channels. TTD denies any hidden costs, noting that OpenPath fees hover around 4% of media spend."
Viral app ads rely on organic social engagement and thumb-stopping videos to attract users who often have no prior knowledge or intent regarding the product. Onboarding for these apps uses web-quiz flows, big promises, and shameless tactics to convert visitors quickly. Gamified elements like spinning wheels, gift reveals, and countdowns are used to elicit credit card conversions and immediate five-star reviews. Paid media usually brings users with intent and brand awareness, and onboarding should not assume prior knowledge. Separately, Trade Desk's OpenPath is praised for premium video supply but faces agency concerns about transparency, unclear costs, and potential competition with agency services.
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