Rideshare

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Case Study:

Rideshare

About

The client is a major transportation network company based in the US, with a popular mobile app that facilitates peer-to-peer ridesharing, connecting passengers who need a ride with drivers who have a car.

The app provides consumers with an alternative to public or shared transportation, with a focus on comfort, safety and affordability at the tap of a button.

As one of our top UA partners, MUNDO showed us real results on our media buys. By providing us with full transparency and detailed weekly media buying plans, we were able to scale budgets with the confidence that our advertising dollars were being effectively spent. Daily optimizations made towards our post-install events also allowed us to realize great value on our new users, as our KPI goals were consistently exceeded.”

Ridesharing Client UA Team

The Challenge

With the ridesharing landscape becoming increasingly competitive, the client reached out to MUNDO during late Q4 in 2015 with a primary objective of solidifying their top position in a crowded marketplace.

Important aspects of the client’s user acquisition strategy included full transparency and control over media buys, access to exclusive/proprietary ad inventory, custom creative solutions and a strong focus on real-time optimization capabilities as they pertained to the client’s KPI quality metrics.

The Strategy

Effective Communication. Constant Optimization. Focus on Quality & Compliance.

  • MUNDO launched national app install campaigns on exclusive in-app and mobile web channels, focusing on the following verticals: Social, Utilities, News/Entertainment, Gaming, Sports.
  • To ensure that the client’s objectives were met from a transparency and control perspective, MUNDO provided decoded API access to all ad placements and ran campaigns manually to ensure that spend, targeting and optimizations were controlled.
  • The client asked to implement post-install event tracking of key quality indicators (First Time Rides), allowing the MUNDO optimization managers to optimize ad placements to those events in real-time on a daily basis.
  • By working off a weekly media buying plan that incorporated a flexible CPI strategy, MUNDO campaign managers were able to maximize value on advertising dollars spent by adjusting CPIs per ad placement, yielding a balance between volume and quality on top performing placements.
  • The MUNDO creative team designed performance-driven ad units for specific city-targeted campaigns, resulting in a 55% increase in CTR and more First Time Riders for the client in key cities.

Results

MUNDO helped reach its acquisition objectives with the following results:

  • Generated more than HALF A MILLION (and
    growing) iOS and Android DOWNLOADS during the
    four month period the campaign has been live.
  • Cost per First Time Ride KPI goals DROPPED 55%
    within 30 days of campaign launch.
  • Account grew 150% month-over-month during a
    four-month period, with a 6X INCREASE in the
    percentage of acquired users who exceeded the
    client’s quality metrics.
  • Kept a good record of QUALITY TRAFFIC with no
    compliance incidences, allowing the client to focus
    on growth and market share without worrying
    about brand safety.
  • Kept a good record of QUALITY TRAFFIC with no
    compliance incidences, allowing the client to focus
    on growth and market share without worrying
    about brand safety.

Results

MUNDO helped reach its acquisition objectives with the following results:

  • Generated more than HALF A MILLION (and
    growing) iOS and Android DOWNLOADS during the
    four month period the campaign has been live.
  • Cost per First Time Ride KPI goals DROPPED 55%
    within 30 days of campaign launch.
  • Account grew 150% month-over-month during a
    four-month period, with a 6X INCREASE in the
    percentage of acquired users who exceeded the
    client’s quality metrics.
  • Kept a good record of QUALITY TRAFFIC with no
    compliance incidences, allowing the client to focus
    on growth and market share without worrying
    about brand safety.
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