OpenX > Case Studies > How Liftoff Optimizes Post-Install Campaign Performance with Opt-in Video in Mobile App

How Liftoff Optimizes Post-Install Campaign Performance with Opt-in Video in Mobile App

Customer Company Size

Large Corporate

Country

United States

Product

Liftoff Mobile Marketing Platform

Tech Stack

Opt-in Video
A/B Testing Tools

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Customer Satisfaction
Brand Awareness

Technology Category

Platform as a Service (PaaS) - Connectivity Platforms

Applicable Industries

Telecommunications
Retail

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

About The Customer

Liftoff's customers are advertisers who are looking to build an engaged user base and get the most effective ad creative for their campaigns. These advertisers span across all app store categories and are located globally. They rely on Liftoff's mobile marketing platform for user acquisition and retargeting. Liftoff's customers value the company's focus on optimizing campaigns for cost per acquisition (CPA) by targeting users who will engage with the app post-install. They also appreciate Liftoff's use of opt-in video as a high-value format that allows them to interact with users on their own terms and deliver a comprehensive message and advertising experience.

The Challenge

Liftoff is a full-service mobile marketing platform that focuses on user acquisition and retargeting across all app store categories. The company's primary focus is optimizing their campaigns for cost per acquisition (CPA) by targeting users who will engage with the app post-install. Liftoff helps their advertisers tackle two main challenges: building an engaged user base and getting the most effective ad creative for their campaigns. They leverage their database of over 2 billion user devices to predict user engagement and drive post-install performance. Liftoff places tremendous value on bidding intelligently and relies on quality signals from supply partners to make informed bidding decisions.

The Solution

Liftoff uses opt-in video as a high-value format because users can interact with the ad on their own terms. Once the consumer has opted in and has completed viewing the ad, they receive an in-app perk in exchange. This format is unique as it does not disrupt the user experience and has a high average completion rate, allowing the advertiser to deliver a comprehensive message and advertising experience to their consumers. Liftoff also offers A/B testing tools to help advertisers build compelling creative and optimize creative performance throughout the campaign. Liftoff has optimized their technical integration with OpenX, a supply partner, to ingest the opt-in signal and adjust their bids accordingly. This ability to distinguish opt-in video inventory is crucial to bidding higher for this premium format.

Operational Impact

Liftoff increased its win rate by more than 6X when they began utilizing the opt-in video signal in the bid request.
Liftoff and OpenX continue to partner on strengthening the mobile app programmatic ecosystem for all players.
By increasing technical standardization, developing cutting edge tools to fight fraud, and supporting transparency standards, Liftoff and OpenX are focused on enabling buyers and sellers to unlock the maximum value of transacting programmatically in mobile app.

Quantitative Benefit