How Addict Mobile helps Cdiscount acquire users for its mobile app

Publié le 12 Mai 2020 | Catégorisé dans

Addict Mobile has been assisting us for several years in the development of our app-install campaigns by implementing an innovative & efficient approach able to meet our ambitious objectives. Caroline Legoupil – Cdiscount Acquisition Manager

 

CPI and ROI, the objectives of user acquisition campaigns for the Cdiscount application

Cdiscount is the French e-commerce leader with:
  • 20 million unique visitors/month
  • 60 million products
  • 9 million clients
  • 9 billion sales volume
Launched in 2010, the Cdiscount app is now downloaded on average every 15 seconds. The mobile use is central for Cdiscount as it represents 70% of traffic and 50% of sales. In June 2018, Cdiscount got together with Addict Mobile in order to acquire new users for its app.   The objectives of user acquisition campaigns are twofold: on the one hand, they are meant to keep the CPI as low as possible, on the other hand they aim to meet the ROI objectives set by the client. Maintaining the ranking in the stores is also an important concern for the brand.   Let’s have a look back at the challenges faced by the brand and the answers we provided.

Generate ROI while maintaining a low CPI

 

In order to maintain its ranking in the stores, Cdiscount, in collaboration with Addict Mobile, had to keep up high & continuous download volumes à acquisition campaigns are activated & monitored constantly throughout the year.

At the same time, and to keep acquisition costs as low as possible, Addict Mobile tested more than 24 sources in 2019. By iterating every day and in real time the different sources launched, we were able to capitalize on the most efficient ones. Combining Ad-Networks, Snapchat and preload allowed us to keep the cost as low as possible while maintaining the ROI objectives required by the client. It is worth mentioning that acquisition costs and volumes vary according to more or less competitive periods.

 

On the latter, the CPM (cost per thousand impressions) increases mechanically if the number of advertisers purchasing advertising space increases. In order to maintain volumes, it is therefore generally necessary to agree to pay more for an install with the exception of Snapchat.

 

A CPI divided by 3

 

Snapchat à Generally speaking, Snapchat is less subject to CPM variations over competitive periods than other social networks. By concentrating more than 40% of Addict Mobile’s investments on this source, we have been able to maintain attractive costs during key periods for Cdiscount: that is to say Christmas and Black Friday. The Story Ads feature is the one that brings the best performance on the platform.

By taking over the management of this source, we have significantly improved the cost of acquisition compared to the previous results observed by Cdiscount. Between the moment the campaigns resumed in September 2019 and the end of the year, Addict Mobile teams managed to reduce the CPI by 3 on the platform. This performance was facilitated thanks to daily optimizations and a great deal of work in the designs’ production and updating. These designs were adapted to the platform’s and users’ behaviors.

 
Snap Ads
Snap Ads
 

Ad-Networks à They allow for the diversification of the inventory and help attract more volumes and new users. The fixed CPI of these levers allows us to control costs and volumes.

 

Preload: It represents 40% in 2020. Acquisition costs are lower and compensate for lower performance indicators. The purchasing cycle is longer because users chose to install the application when they initialize their phone. However, it may take a few months before they use it. Therefore, it is necessary to be more patient with this source and analyze the results on a lifetime rather than after Day 7. In this respect, it can be seen that in the case of Cdiscount, the pre-boarding performance is identical to that of the other sources.

 

+ than 500 designs created in 2019

 

As an e-commerce, Cdiscount puts forward a wide choice of products and promotions according to what’s trendy or not. It is therefore essential to adapt the designs quickly and modify them regularly.

In 2019, our studio produced more than 500 designs and variations to adapt to all available formats — as well as to the brand’s highlights.

We focused on two main categories: on the one hand, product-oriented designs (promotions or special operations), and on the other hand, generic designs that highlight the app and its advantages.

 
creatives acquisition mobile Cdiscount
Specific designs for special operations
 

Generic designs are more adapted to Ad-Networks. Indeed, it is more complex to modify them regularly because of the multiplicity of editors that they are comprised of. On Snapchat, on the other hand, we were able to create static and dynamic templates (videos) in order to use all formats (Story ads, Snap Ads) and stick perfectly to the brand’s news.

 
generic Designs acquisition mobile
Generic Designs
 

Identifying and fighting fraud on Ad-Networks

 

In 2019, we have launched many different Ad-Networks. We therefore recommended to Cdiscount to install at the beginning of the year the Appsflyer’s anti-fraud module: Protect 360. Combining this module with the Addict’s technology made it possible to identify, and therefore remove, 13% of fraudulent installs. Thanks to Addict Mobile’s work, these installations were not paid by Cdiscount.

 

Results

Results
  • + 500 designs in 2019
  • CPI divided by 3 on Snapchat.
  • + 24 tested sources
  • Positive ROI

ACTUALITÉS

Article en relation

addict mobile blog default blog 05

Cityscoot rolls out its app across Europe and is conquering new users with Addict Mobile

  Cityscoot is the number one service for self service electric scooters. Launched in 2016 in Paris, the brand has rapidly expanded to Nice, Milan, and Barcelona, offering more than 7000 scooters to all those who wish for an effective urban transport, face in the wind.   Addict Mobile supports Cityscoot in its European growth by managing user acquisition campaigns for its application with a cost per first ride objective.   Activated sources: Facebook, Google and Snapchat.       City Targeting, a challenge for mobile app acquisition   Broadcasting acquisition campaigns on a city scale implies several constraints:   – The more restricted the targeting, the higher the acquisition costs.   – The visuals must be adapted to the usage and routes of each city in order to maintain good transformation rates and thus reach performance objectives.         How to keep acquisition costs low with specific targeting?   By adapting the OS and sources to each city: depending on the results of the campaigns, Addict Mobile’s teams increase investments in the sources or OS that deliver the best performance.   By varying the optimizations according to the sources: on Facebook and Google, campaigns that are optimized […]

Publié le 7 April 2021

The mobile app ecosystem is consolidating!

The latest major changes in the mobile app ecosystem (privacy, Apple’s ATT Framework, maturity of advertisers.) are forcing players in the mobile ecosystem to offer the most complete service possible to cover the entire mobile marketing chain. Owning your first party data and therefore having your own data to monetize your audience and offer effective advertising campaigns is one of the major challenges of 2021’s ecosystem. Everyone wants to put their SDK in the apps to know their users and maximize the revenues of their campaigns. Lately, there have been a lot of acquisitions of AdNetworks, tracking tools, analytics tools and monetization structures. The ecosystem is consolidating, the companies are getting stronger.   Brief overview     Vungle mobile app install company acquires GameRefinery, a leading cloud-based mobile game analytics platform with deep contextual data sets and image-recognition technology that helps developers market, design, and monetize their mobile games. “GameRefinery’s deep contextual data will offer new ways for advertisers to find relevant audiences, using non-personal data such as player motivations, moods and styles and audience personas, for campaign targeting with no device level ID required.” “With upcoming changes on iOS 14 and the removal of the IDFA, advertisers are looking […]

Publié le 1 April 2021
addict mobile blog default blog 05

Soft launch: our tips to succeed this essential step in launching a mobile game (part 2)

In our first article we explained the importance of the soft launch for launching mobile games: identifying objectives and KPIs to track, determining a budget and time-line and, finally, developing ASO strategies to maximize conversion rates for your game. This second article focuses on which countries to choose for your soft launch, depending on your objectives and the insight you want to obtain.   Avoid audience burnout The choice of country for soft launching your app is crucial. In fact, we recommend that you avoid testing in the country in which you intend to officially market your game. This would be far from ideal. So you want to avoid launching the game in countries with the most qualified audiences.   If you attract a large number of qualified users to a game that they don’t like, which doesn’t motivate them or generate enough revenue, these players will be “unprofitable.” They simply won’t come back. Therefore, it’s best to delay releasing the game to this kind of audience until you have an advanced version.   This means avoiding the best geographical locations (= those generating the most revenue) which are best left untapped for the hard launch.  Furthermore, these locations, featuring […]

Publié le 29 März 2021

Nos bureaux