AIBY

The Objective

Looking for additional in-app purchases in TikTok

AIBY is an app developer with more that 2 billion downloads across different regions. Themify iOS is one of the core apps within the publisher's portfolio delivering a wide collection of stylish icons, themes, wallpapers, and widgets for Apple phone users. With a sharp focus on day-to-day performance, the advertiser is constantly looking for ways to maintain profitability of their digital media investments and improve returns. Due to limitations imposed by the Apple SKAdNetwork manual optimisation of app campaigns targeting iOS can pose challenges. The advertiser is always on the lookout for technical solutions to overcome those.

The Solution

Smart+ is a completely new tool from TikTok for IOS campaigns

Addressing those challenges, TikTok Marketing Platform developed the Smart+ solution that leverages TikTok's state of the art Machine Learning algorithms to analyze all the available data and deliver better performance results through automating the optimization process for the customer. As a part of the Smart+ iOS Beta Test program, Themify launched a regular campaign targeting iOS and a test Smart+ completely managed by the platform's algorithms. The rest of the settings between the campaigns were identical (including the allocated budgets) helping the advertiser to evaluate the impact of Smart+ automation and compare final results in a clear cut manner.

The Results

Driving more conversions with reducing CPA

From the early stages of the test, Smart+ campaign started to demonstrate improvement over the control group. After analyzing the test data, the customer reported the following:

• Smart+ generated higher Click-through Rates to the advertiser's app store page (+10%)

• Smart+ brought a significantly higher volume of conversions (+16%) over control group

• The average cost of conversion (purchase) was 13% lower than for the control group