Case Study · Advertisers
PLAYABLES DRIVE INCREMENTAL USERS
Playables drove ~72% faster TTI than that of video and statics
“Up to 50% of the impressions served on static mobile banner ads are from accidental clicks..."
-Business Insider
Unlike playables, other ad formats such as static and video ads, leach organic users and significantly lowers TTI.
A NEW WAY TO MEASURE
When you add additional context around your topline CPA metrics, what will you find? Like many mobile companies, DraftKings rely on CPAs [Cost Per Acquisition] as a key performance indicator. DraftKings evaluated their key data across all campaigns to dive deeper into the critical factors that drive performance.
The Challenge
“Up to 50% of the impressions served on static mobile banner ads are from accidental clicks..."
-Business Insider
Unlike playables, other ad formats such as static and video ads, leach organic users and significantly lowers TTI.
A NEW WAY TO MEASURE
When you add additional context around your topline CPA metrics, what will you find? Like many mobile companies, DraftKings rely on CPAs [Cost Per Acquisition] as a key performance indicator. DraftKings evaluated their key data across all campaigns to dive deeper into the critical factors that drive performance.
The Solution
WHAT IS TIME TO INSTALL?
Time To Install (TTI) is the amount of time between a user seeing an ad and the acquisition of that user, or an install event. This metric refers to paid installs in contrast to organic installs.
A NEW WAY TO ANALYZE MOBILE PERFORMANCE
Measuring time to install allowed DraftKings to identify that, despite the higher CPA, playables drove faster engagement than other units. Users installing at a quicker rate, and showing engagement closer to ad exposure, meant that they were more likely influenced by the ad in question.
UNCOVERING THE NEXT
LAYER OF INCREMENTALITY
Time To Install analysis enabled DraftKings to understand if ads were actually influencing behavior. It was clear that installs, attributed to video and static assets, occurred much later than with playable units.
“Playable ads drive significantly faster installs over video and display ads. This gives us confidence that playable ads are driving stronger incrementality compared to other ad formats.”
— DraftKings
Next Up
Address
447 Broadway
2nd Floor #1112
New York, NY 10013
United States
