Pluto TV
Driving down acquisition costs with a full-funnel approach powered by TikTok
The objective
Fueling lower-funnel efficiencies and app installs
Pluto TV, a leading free streaming television service, delivers hundreds of live channels and thousands of on-demand movies and shows to audiences across the US. With an ad-supported model and a broad content slate, Pluto TV is focused on scaling its reach and driving app installs to grow its user base.
In late 2024, Pluto TV set out to test how brand-building moments on TikTok could influence lower-funnel performance. The goal was to evaluate whether reintroducing TopView, one of TikTok's most premium ad placements, could enhance efficiency across performance campaigns, particularly in terms of app installs on Android.
The solution
Pairing performance with a premium placement
Pluto TV took a phased approach to understand the full-funnel impact of TikTok's ad ecosystem. In early October 2024, Pluto launched an Android app install campaign focused on lower-funnel conversions. With no TopView in market, the campaign set a useful performance benchmark.
On October 22, Pluto TV introduced its first TopView campaign in two years. The placement served as a high-impact moment for the brand, designed to drive broad awareness and re-engage audiences who may have dropped off. The TopView creative spotlighted Pluto TV's expansive free content library and value proposition, with an emphasis on immediate download via mobile.
What followed was a clear connection between upper-funnel visibility and lower-funnel efficiency. Just two days after the TopView campaign launched, Pluto TV saw a significant drop in cost per install (CPI). This post-TopView surge in acquisition suggested that brand recognition and premium visibility primed users for conversion.
The success pointed to the power of bundling TopView with app install objectives and the potential for TikTok's full-funnel solutions to drive more efficient outcomes when strategically combined.
The results
Unlocking performance through premium exposure
By integrating TopView into its media mix, Pluto TV improved the performance of its app install campaigns, achieving lower CPIs and increased efficiency across the board. The most pronounced impact came within 48 hours of the TopView launch, when CPIs dropped significantly compared to pre-campaign benchmarks.
In the week following the TopView campaign, Pluto TV experienced a 28% decrease in cost per acquisition (CPA), demonstrating the immediate performance boost from upper-funnel exposure. This momentum continued into the following month, with a sustained 8% decrease in CPA over time.
The test validated that TikTok's full-funnel approach, which blends brand awareness with performance marketing, can yield meaningful downstream results. For Pluto TV, pairing high-visibility placements with app install objectives wasn't only effective but also cost-saving.