Embed Size (px)
Citation preview
Case Study
TAPTICA DMP BLITZES SOCIAL ACQUISITION
FOR HIT MMORPG
A world renowned leader in Massive Multi-Player Online Role-Playing Games and application development reached out to Taptica to scale acquisiton for one of their hit MMORPGs. The addictive strategy game is one of the most popular MMORPG apps available today, as it allows users to build an empire and command their armies in epic battles alongside other players from around the world.
A leading US-based software and gaming company reached out to the team at Taptica to massively scale user acquisition in alignment with several critical quality conditions, including effective CPA and post-acquisition event completion. Together, they worked to launch groundbreaking Facebook® campaigns to scale acquisition from high quality users globally.
THE TAPTICA APPROACHTo help the developer reach their campaign scale and quality goals, Taptica manually launched international Facebook campaigns in order to maintain full control over campaign optimization, targeting, and budget allocation and spend. Additionally, Taptica’s auto-optimization and programmatic bidding technology was built to set in after the initial launch to promote the greatest campaign scaling at quality, 24/7.
OBJECTIVES
Taptica’s social strategy has led to unprecedented results and monetization. The campaigns leveraging data from Taptica’s internal DMP alongside Facebook’s targeting capabilities are absolutely crushing it, beating out
some of our internal e�orts in terms of user purchase.– Senior Marketing Analyst
A critical factor in the social campaigns was the utilization of Taptica’s proprietary data management platform. Having assembled more than 220 million user profiles with 100+ data items on each, the Taptica DMP works to compile user behavior across mobile apps in order to build up comprehensive profiles with each mobile impression.
Using the DMP to their advantage, Taptica was able to generate lists of users for similar strategy and RPG applications who demonstrated behaviors that matched the quality goals for this developer. The team then layered these lists with unique Taptica social targeting tactics to further hone their prospective audiences, and finally produced high-caliber Lookalike Audiences that matched the developer’s needs.
This innovate strategy proved to be incredibly impactful in the degree to which it was able to expand and elucidate the developer’s campaign reach. Until now, Lookalike Audiences had always been created based on existing data from previous campaigns, but with the addition of this new data source, they were able to target entirely new groups and user segments that they had been unable to reach previously. And, by layering the targeting of analogous user profiles with the tracking of key post-install events, the Taptica team was able to create a completely unique strategy to ensure the developer’s goals were reached, in both quality and scale.
RESULTSIn combining highly relevant user data from Taptica’s propriety DMP with high caliber Lookalike Audience matching and targeting, Taptica social campaigns generated a profound impact on campaign reach, conversions, and user value for this developer globally.
Within a 31 day period, the developer saw thousands of installs from all new user segments that met or beat their key quality assurance goals. Following the implementation of their innovative social strategy, app install campaigns began scaling extremely rapidly, with new IDFA list-based users from Taptica coming to comprise approximately 7% of all iOS traffic within just one week.
In the past year we’ve collaborated with five di�erent Facebook Marketing Partners, but Taptica is the only one we’ve had an interest in keeping.
– Social Media Buying Analyst
Quality Benchmark 1
Met 116% Met 125% Met 107%
Quality Benchmark 2 Quality Benchmark 3
100,000s of unique
conversions monthly
Users acquired at 5% below effective CPI
target
Met user quality benchmarks up to
125%
Facebook is a registered trademark of Facebook Inc. ®
