Programmatic campaign for a food delivery app

  • How performance media-mix and in-app advertising help increase app installs for food delivery service

Goal

According to forecast, the global online food delivery service market is expected to reach $192 billion by 2025. It means that for delivery service companies it is essential to tap into new solutions, look for new ways of reaching an audience and launch ad campaigns considering peculiarities of target region to stand up on a highly competitive landscape.

A food delivery company approached NT Technology to put together a customer acquisition and performance campaign trying programmatic as the primary tool of success.Our client uses the mobile app to provide services for his customers so the main goal was to acquire new users at a low cost per install and boost installations.

Ad Strategy

We conducted upfront research before the launching ad campaign to better understand the behavior of the target audience and which factors can lead to conversion. Based on data, our team has found some insights that we applied in the ad campaign later. For instance, uncovering the time of a day when users are the most likely to order a food delivery allows us to optimize settings of day-time targeting options. It helped us to communicate with users at the right moment with a high likelihood of conversion.

As we need to work on several areas (increase installs and orders), the campaign was a mix of channels and ad formats for different stages of the media strategy. In order to reach a maximum number of users, we used a combination of banner and video ads for the first stage. Lately, we set up retargeting to re-engage users who saw ads to increase in-app conversions.

For boosting orders through the app, we use a scratch-banner that enables users to interact by scratching the highlighted field for a discount on their first delivery. The opportunity to interact with ads significantly increase users’ engagement and ad effects, boosting the overall campaign results. For instance, we managed to reach 1.75% – 2.56% CTR with interactive banners while the CTR for static was around 0.54% on average.

Leveraging both manual and automatic optimization, we surpassed expectations of the client and achieved a 46.7% increase in app installs and a 3.1 times increase in orders for delivery through the app.

Results

Through our comprehensive ad strategies, we were able to achieve the client's goal. Additionally, we saw a strong halo effect whereby users who were exposed to the ad campaign continued to order post-campaign. 
46.7%
increase in app installs
3.1 times
increased orders for delivery

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