When releasing apps I was also wondering which would be the best way, I ended up releasing it with regular tarballs as it makes use of the clockwork pi launcher, in a tarball I can bundle the icon, and the script with the binary so if anyone wants to install it just have to write:
tar -zxvf BatMon-0.5.tar.gz -C /home/cpi/apps/Menu/
You could also take a look at the warehouse feature.