OLX asked for a CPI campaign which would not only help them increase installs but also increase consumer ad postings on the app. A conversion was only recorded when a user installs the app, opens the app for the first time and posts an ad on the app. The time window to record the posting was maximum 7 days after app installation.
The main challenge was to identify the audience who would be inclined towards selling their stuff online and earning good value for it. Specific app list and site lists needed to be defined to reach out to these audiences who would be interested to sell different category of products on the OLX app. Also, further down, track the lifetime value of the user via post install events like Tap Call, Tap SMS, etc.
We used our entire inventory on WAP and In-App in combination with contextual filters and audience data in order to target the ads towards the right audience and therefore generate high- quality installs. The campaign was created, run and opti- mized towards achieving successful ad postings and app installs via Future X Media DSP (Demand Side Platform).
Further, we also applied Remarketing solutions to users who have installed the app but not done any post install event using the Device Ids of those specific users. This helped in increasing the conversion rate significantly.