White Label App Platform Appia Rolls Out Pay Per Install Service For Google Play

Appia, an app marketplace and white-label app platform, is broadening its support for Android with the introduction of Pay Per Install App Advertising for Google Play (formerly known as the Android Market). Up until now, all the downloads generated through PPD (pay per download) were done through an Appia-powered app store, but now developers can purchase a Pay Per Install campaign and drive traffic back to Google Play. This, in turn, can then boost their app’s install numbers and rank.

The news comes at a time when Appia is hitting another notable milestone: its network has passed 500 million mobile consumers worldwide.

To give you an idea of their growth, when we covered the launch of their PPD service in April 2011, the company was reporting more than 200 million mobile subscribers. In addition to this 250% growth in terms of network reach, the company also claims to have driven more than 15 million sponsored app installs over the past 12 months, with an average of more than 25 million total app downloads per month, and more than 400 million app downloads since its debut.

The new support for Google Play allows developers to now run both Pay Per Download and Pay Per Install campaigns. Plus, it offers advanced reporting which will show campaign activity by platform, device, and geography (country). This allows the developers to really see where their campaign is working and where it isn’t.

To generate this data, developers can install tracking via an in-app API or through server to server integration.

A big difference between Appia and its competition (think TapJoy, and other incentivized Pay per Performance networks) is that the traffic Appia sends is non-incentivized. That means users aren’t offered virtual currency or other rewards in exchange for their actions. In addition, the company allows developers to buy on-deck ad placement on the app portals from over 50 major operators globally, including Vodafone, Vodacom, Telcel, America Movil, Claro, Comcel, Myxer and Zedge.

Given its reach, Appia attracts big-name advertisers. Over the past 12 months, the company has seen advertisers like Facebook, AT&T, Priceline, Gameview Studios, Amazon, MocoSpace, CrowdStar, Blue Lion, Tequila Mobile, Storm8, Pocket Gems, Per Blue, Big Fish Games and others using its platform to bring in new mobile users.