OTTO
Using Smart+ Catalog Ads, one of Germany's leading e-commerce platforms boosted efficiency, scaled app installs, and increased lower-funnel sales on TikTok.
How OTTO Scaled Lower-Funnel Performance with Smart+ Catalog Ads on TikTok
Objectives
Improving efficiency and scaling lower-funnel performance
OTTO, one of Germany's leading e-commerce marketplaces, set its sights on driving more efficient app growth and lower-funnel performance on TikTok.
Their goals were to further optimize their cost per install for app acquisition, scale lower-funnel performance with an efficient cost per acquisition, and drive incremental growth in both purchase value and volume.
Beyond short-term efficiency gains, OTTO aimed to validate TikTok as a scalable performance channel capable of delivering sustainable growth across both TikTok Ads Manager and internal attribution metrics.
Solutions
Scaling performance with Smart+ Catalog Ads
To support these goals, OTTO joined TikTok's alpha release for Smart+ Catalog Ads across both app retargeting and prospecting. The strategy centered on leveraging AI-driven automation to optimize delivery, creative selection, and audience targeting at scale.
By combining Smart+ automation with optimized catalog imagery, OTTO was able to streamline lower-funnel execution while improving efficiency across app promotion and catalog sales campaigns. This approach reduced manual complexity, allowed faster learning, and enabled sustainable scaling without sacrificing performance.
Smart+ also acted as the core performance engine, dynamically matching products to users most likely to install the app or complete a purchase, while continuously optimizing toward business outcomes such as ROAS and CPA.
Results
Higher ROAS, stronger profitability, and more app downloads
The Smart+ led strategy delivered significant performance improvements across both efficiency and scale. Return on ad spend increased by 81.6%, while internal yield improved by 107%, signaling stronger profitability. Purchases grew by 325%, demonstrating meaningful incremental volume.
App acquisition performance scaled sharply across platforms. On Android, cost per install decreased by 85%, while install volume increased by 759%. On iOS, cost per install was reduced by 8.6%, alongside a 175% increase in installs.
Together, these results show how Smart+ Catalog Ads can help unlock efficient, scalable growth for large e-commerce platforms. For OTTO, this success not only delivered competitive results versus other platforms but also strengthened confidence in TikTok as a performance channel, confirming a significant increase in future investment.
To find out more about TikTok solutions, reach out to our team here.
Smart+ has redefined how we approach scale on the platform. By trusting the automated optimization, we achieved a level of consistent performance that turned TikTok into a key driver for our conversions. It’s a powerful tool that delivers both efficiency and volume, making it an indispensable part of our daily media mix.