Entertainment App Scales Android User Acquisition with New High-Intent Performance Channel

Outcomes

Objective

A top entertainment app sought to grow its user base and generate new installs while maintaining an efficient cost per free trial. Having already achieved success with Perform^[cb] through mobile display, the marketer wanted to expand into new, untapped traffic channels to further increase reach without disrupting their existing campaigns. With a focus on driving Android volume and optimizing towards their desired post-install events, they turned to the Outcome Engine team for guidance on driving incremental growth.

Approach

To diversify and scale the marketer’s acquisition strategy, Perform^[cb] recommended testing push notifications as a new traffic channel. This decision was based on push notifications’ unique ability to directly engage high-intent users while maintaining full transparency into ad placement.

Leveraging their AI-powered media buying technology, the Outcome Engine secured premium push notification traffic to target new Android users – a previously untapped market with significant growth potential. Using precise targeting, push notifications redirected users to the Google Play Store, where they were encouraged to download the app and sign up for a free trial.

The push notifications were designed to seamlessly integrate with the marketer’s existing mobile display campaigns, ensuring cohesion across all user acquisition efforts. This tailored approach showcased the marketer’s free trial offer in a compelling and interactive way, enticing even more users to convert post-install.

Results

Within just one week of testing push notifications, the entertainment app’s user acquisition campaign drove over 2,500 new Android app installs at a 3% click-to-install conversion rate. The added channel also achieved a 7% install-to-free trial conversion rate. This successful foray into push notifications has unlocked a new scalable channel for the entertainment marketer, who now plans to further optimize and expand their Android user acquisition efforts. The Perform^[cb] Outcome Engine continues to support the marketer in exploring efficient ways to drive growth and achieve their goals.

Looking to complement your existing user acquisition channels and unlock new opportunities for scale? Partner with the Outcome Engine to discover innovative solutions tailored to your brand.