How Programmatic Advertising helped a fantasy cricket platform increase the number of app installs
The mobile gaming industry is booming with a daily influx of players, new games, and new technologies. Playing your field in such a competitive market can get tricky if the marketing strategies for your app fail to keep up with the latest trends. Programmatic advertising allows you to maintain and grow your customer engagement with the freshest strategies in the market. This technique lets you bid for advertising space on digital platforms functioning on the crux of the internet. Deemed as the future of online advertising, programmatic advertising holds a wide avenue of possibilities.
A recent example of the excellence of programmatic advertising in the mobile gaming industry is the campaign launched by a fantasy cricket platform. For those unaware of the term, fantasy cricket is an online game where players bet on real-life cricket players’ performance, earning points that can be converted into cash rewards. With several online fantasy game platforms competing in the gaming sector, this particular brand was able to set itself apart from the rest, credit to programmatic advertising. Curious to know how this brand adopted this unique marketing strategy and which platform it is on? Read till the very end!
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The Objective of the Campaign
The main objective of the brand was to increase the number of app installs ultimately driving user engagement and in-app expenditures. This metric serves as a fundamental indicator of user acquisition and potential future engagement. The brand was also focused on increasing its in-game revenue while maintaining a constant conversion rate across a 4-step conversion funnel. There was also a question of delivering the app to the target audience, specifically those who are avid watchers of the Indian Premier League besides those who are interested in online gaming, fantasy sports, and fantasy cricket.
Campaign Strategy
The foundation of the campaign strategy was built around many different parameters. Platform selection was a pivotal factor. By leveraging a demand-side platform in the programmatic realm, the campaign was able to execute ads on both display and video networks. Initially, static and GIF format creatives graced the display network following which the campaign ventured into YouTube through videos. These videos eventually proved to be a crucial benefactor in enhancing the campaign’s performance as the View Through Conversions for the app reached an all-time high with incredible numbers of app installs. This metric also reflected increased purchases and in-app revenue addition actions driven by video viewers.
Another dainty feature of programmatic advertising utilized to its optimum capacity in this campaign was precise targeting. Strategic placement optimization on YouTube Channels and Videos filtered out less effective placements, resulting in an overall performance boost. The brand was able to prioritize the category of its target audience because of the category filtering option provided by the demand-side platform on which the campaign was running. It prioritized audiences that fall under the demographics of contest players, cricket lovers, gaming enthusiasts, OTT app users, and food enthusiasts. Consequently, no effort was delegated to other interests or demographic filters.
The videos released as a part of the campaign were also curated around the data collected for customer targeting. Even then, programmatic advertising helped the brand create content on diverse topics including brand videos brand videos, user-generated content (influencer videos), animated videos, and USP-based videos. Each served a specific purpose, from humor-themed influencer campaigns to highlighting the gaming platform’s unique features over competitors.
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The Outcome
The campaign produced incredible results for the gaming platform. In just two months, it achieved a staggering 226% increase in app installs with a 50% decrease in the cost per install. The brand discovered that the static ads and the video ads both performed remarkably well, the static ads did a tad bit better- about 24% better than the videos. Since the platform engages users in in-app revenue addition to play, the events released as a part of the campaign were also crucial. They brought a remarkable 378% increase with a 66% decrease in the cost per revenue addition action.
As demonstrated in this case study, if your goal is to bring in more traffic to your app, website, or other platforms, programmatic advertising will get you there. The key to a fruitful campaign lies in simplicity and thoroughness. Begin by earmarking a limited budget for a pilot campaign and closely monitor its performance post-launch. Implement a refined funnel strategy to precisely target the most promising consumer segments across various social media channels, video display platforms, and other media outlets. If your key performance indicators (KPIs) are achieved, consider expanding the campaign’s allocated resources. However, if the desired outcomes are not met, don’t hesitate to experiment with adjustments in various variables. It’s a process driven by experimentation.
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For expert guidance in this domain, consider enlisting the support of seasoned professionals like 9MediaOnline. We provide access to cutting-edge tools and expertise to optimize your marketing campaigns. Eager to explore further? Contact us now for a free consultation!
