Dive summary:

• With millions of apps available in Google Play and the Apple Store, a successful app requires a clear promotion strategy.
• Incentivized and non-incentivized marketing are two of the key ways to let people know about an application.
• More traditional mobile advertising like mobile display ads can work too to route people to your application, as can Push notifications.

From the article:

Incentivized offers are provided to users who are looking to get more currency or an upgrade for the current game they are playing. These often lead to a large amount of downloads but a lower quality in the user base.

If you’re looking for higher quality users, non-incentivized traffic is the better route to go. Users who download and install your application are interested in becoming a user or playing your game. This leads to higher quality users but they often come at a higher CPI/CPD rate than incentivized traffic.