Case Study | Mobile App Retargeting
Re-engaged Users Drive Increased Subscriptions
Company Overview
News Now is a streaming service
News Now is a news-focused entertainment streaming service. When users subscribe to News Now, they are able to view exclusive access to original shows, documentaries, director’s cuts, and stories that celebrate America.
Challenge
The challenges associated with this campaign include balancing negatively targeting users with finding the most relevant user base, as well as rotating promotions based on special programming.
The initial goal in Month 1 of the campaign was to achieve an eCPA of $100, but this goal was then increased to an eCPA of $150 for months 2 and 3, with the subscription event being either monthly, yearly, 2 years, or 3 years.
Solution
• Layering in suppression lists that are frequently updated in real time to each segmentation strategy.
• Targeting users who have created an account but who have not subscribed.
• Targeting users who have installed but have not subscribed.
• Targeting users who have recently used the app, but have not subscribed.
• We have segmentation also broken out by the inactivity window (7-14 days).
Results
The campaign resulted in an eCPA below $150, while spend and best performance were allocated to the strategic markets specified.
Month 1 (May): Achieved an eCPA of $107.08 against an initial goal of $100
Month 2 (June): Achieved an eCPA of $146.44 against an initial goal of $150
Month 3 (July): Achieved an eCPA of $143.57 against an initial goal of $150
