Cost Per Download: Always Ensure Full DisclosureWritten by Sam Sim
July 24, 2012 # 10:33 am # Marketing Insights, Specials # 3 Comments
Before downloading any free web application, users must ensure that proper disclosure is always provided before proceeding. Oftentimes, I believe that download campaigns are mistakenly labeled as “adware” and therefore maintain a malicious stigma. When, in actuality, many download campaigns are actually very safe and virus free, particularly if proper disclosure is given. Albeit in cases where more cleaner downloads may be detected by AV scanners, its always critical to view at minimum, the following: a) full consent and opt in procedure b) option to opt out and uninstall c) clear user installation flow and finally and most importantly d) clear and transparent instructions on how to uninstall.
Downloadable campaigns and / or campaigns which convert on download or install, are getting a bad rap and at most times this is more an issue of misperception. Certainly, there are clearly nefarious downloads that are out there, without question. In particular, those downloadable campaigns that give no disclosure should be avoided first and foremost. By disclosure we mean that the prospective user that is attempting to download, must be presented with clear and concise disclosure which clearly outlines what the user will be installing exactly on their PC, upon giving consent.
As many downloadable campaigns are often monetized with search providers and various searchfeeds including Google, Bing, Ask and Infospace as few examples, all of these search providers will of course relay their disclosure requirements and distributors must adhere to these standards before any packaged. In most cases, some search providers for example, will allow for a pre-check on the terms. Normally, with a pre-check option and with the user is given consent to proceed the package, will then do either one or all of the following actions, upon clicking “next”:
- Reset search homepage to the new search provider
- Reset the default search or DNS
- Install or attach the new search providers toolbar