Context
Sofascore is a sports results application that provides access to live scores for matches from 25 sports and over 5000 leagues, along with detailed statistics. Addict Mobile supports Sofascore in managing its acquisition campaigns.
Issues
Sofascore’s business model is mainly based on in-app advertising (odds impression), rather than purchases or subscriptions, making it difficult to absorb high costs per install.
Therefore, the goal is to achieve the best retention at the lowest cost across multiple countries to not miss out on relevant targets. We therefore manage campaigns based on CPI + cost per 15 impressions (CPA).
Strategy
Preload campaigns were favored to meet the objective. Initially optimized for CPI, so the cost per first opening, the achieved volumes proved to be too low for the proposed bids. Optimization for cost per download (CPD) was then favored, allowing for lower bids, and thereby increasing our competitiveness. By taking a step back in the funnel, we chose a less-qualifying action that increases downloads and improves performance.
To meet the retention objective, TikTok campaigns optimized for in-app events are launched. Despite higher CPIs, TikTok offers much broader targeting capabilities than preload enabling us to reach qualified users. Interest-based targeting is prioritized to reach users within Sofascore’s target audience: football, basketball, or sports fans more broadly. Other demographic targeting is tested to find what works best.
