In a move that proved to be more rewarding than expected, Drivemode joined forces with Facebook for a campaign that helped them boost installs by a massive 40% while reducing cost per install by 5%.
Drivemode, a safe driving app that lets you access all your favorite features on the phone with easy gestures, keeping your full focus on the road, wanted to fast-track downloads and reach as many Android users in the US as possible. It got in touch with Taptica – a mobile advertising platform provider and Facebook Marketing Partner. Taptica suggested that Drivemode should use Facebook’s Canvas ad format and design an immersive ad experience.
Canvas allowed Drivemode to design a creative ad campaign utilizing the full screen that allowed for an immersive edge-to-edge experience complete with attractive videos, animation, tutorials, graphics and text. They could also use large buttons and pronounced cta’s as a means of drawing attention towards the app’s spacious user interface.
To make the campaign even more effective, it was necessary to reach out to the right audience and deliver a punchy marketing message. To accomplish that, Taptica pitched in with its Custom Rules technology, which is a high-level user segmentation or audience targeting technology. Based on the post-install behaviors of all users, the audience was divided into three groups. The first group consisted of users who had used the app once after downloading, the second group had used it at least three times and the third group used it more than ten times. Having done that, the Canvas was targeted to a 1% and a 2% lookalike audience has chosen based on these Custom Audiences.
This kind of user segmentation allowed Drivemode to create custom messages providing up-to-date information and real-time data about the Drivemode app. Each custom group would receive information designed specifically for that group, increasing the relevancy and efficacy of the campaign. This technology also allowed Drivemode to identify the best performing audience with the lowest install cost, making way for smarter budget allocation and the subsequent 5% drop in cost per install.
The result? Drivemode boosted its app installs by 40% as compared to video ads. 60% of the total installs came from Canvas, and an overall 5% reduction was achieved in cost per install. The entire Facebook Marketing campaign with Canvas proved to be highly profitable for Drivemode. Lately, Drivemode has integrated with a number of other services to help its users drive safely and focus on the road. In the meantime, Drivemode app lets them control phone features such as answering calls with one gesture, voice-typing messages, playing music and a bunch of other functions with either voice or simple gestures.
“When Taptica suggested we test Facebook’s new Canvas format for app installs, we weren’t sure what kind of results to expect. Within days of the launch, these ads were pulling perfect relevance scores and driving well over half of our installs. Suffice it to say we’re convinced” said Yo Koga, co-founder, and CEO of Drivemode.
The Drivemode and Taptica success story makes a compelling argument in favor of audience targeting as an effective app marketing strategy. While Drivemode saw some success with video ads in the past, none of them were helpful enough to make a mark on the bottom line. Facebook recently made a statement that video ads need to become much more effectual and compelling if they wish to draw audience attention because users tend to scroll 41% faster on a smartphone as compared to a desktop. Many Facebook video advertisers have reported viewability as low as 20% which is falling greatly short of the industry average of 50%.
Quite evidently, a better approach or the right mix of approaches need to be employed to get more bang for your buck from Facebook video marketing, and Audience Targeting is one such solution. By creating different videos that appeal to different segments of the audience, you create more impact, driving more downloads and increasing conversions.
If it worked so well for Drivemode, it sure can work for you. Using the perfect balance of Facebook video ads, audience targeting and using the right platforms, you can easily boost your app installs by a large percentage.
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