Deezer

The Objective

Deezer is a leading global music streaming service that provides access to over 90 million tracks. In order to drive app installs and registrations, Deezer wanted to measure the real impact of its TikTok advertising campaigns. The company was the first in France to launch the App Conversion Lift study and wanted to move towards measuring its advertising campaigns' incremental impact.

To achieve this goal, Deezer partnered with TikTok, which wanted to participate in shaping the future of measurement products. Together, the companies worked on optimizing Deezer's campaigns for app promotion with the relevant set-up.

The Solution

Campaign

    Deezer's campaign was optimized for both Android and iOS users, and targeted users in France. The company used Adjust, a mobile measurement partner, to capture app events and track the performance of its advertising campaigns.

    To find the most effective ad creatives, Deezer tested several creatives in auto placement, taking into account factors such as creative fatigue, and testing different creative scenarios. The goal was to drive the maximum number of app installs and registrations with the most effective ad creative.

Study

    Deezer and TikTok collaborated on a randomized control trial to measure the real impact of Deezer's advertising campaigns on app installs and registrations. The randomized control trial involved creating two groups, a control group, and a test group. The control group consisted of users who were not exposed to Deezer's advertising campaigns, while the test group was created to be exposed to the different Deezer ads.

    To ensure that the two groups were statistically equivalent, TikTok used a randomization process. The matched conversions were collected for both groups during the study, and the difference between the captured app conversions for two events, app install, and registration, was calculated.

Results

    The results of the study showed that there was a significant difference between the captured app conversions for the test group and the control group. Specifically, the test group showed +29% lift on app installs and +18% lift on registrations for the reached audience during the study.

    The study found that incremental app installs accounted for 53% of all attributed app installs, while incremental registrations represented 55% of all attributed registrations. This indicates that a significant portion of the app installs and registrations were only driven by TikTok advertising campaigns. 

    The statistical test of significance showed that these results were significant and indicated that Deezer's advertising campaigns had a real impact on driving app installs and registrations. The results were impressive and provided a starting point for an ambitious learning agenda for Deezer.

Impact

    The Deezer and TikTok partnership was a success, as it helped Deezer achieve its goals of incrementally measuring its advertising campaigns and understanding the real impact of TikTok advertising. The results of the study showed that TikTok drives incremental conversions and without TikTok ads, Deezer would have missed many app installs and registrations.

    The results of this case study also provide a reference for comparison to incrementality results of other platforms and can help other companies better allocate their advertising budgets.

Conclusion   

 This Deezer case study shows that measuring the real impact of advertising on app conversions is essential for companies looking to drive app installs and registrations. Deezer and TikTok's partnership, together with the randomized control trial, helped Deezer achieve a very relevant measurement of incremental conversions.