OUR WORK

 
DRIVING AWARENESS

GENERATING INSTALLS

LOWER CPI


CHALLENGE

Cashman Casino is an established mobile game, previously only digitally advertised
in the U.S.. Product Madness partnered with Generator Media to test into national
TV to generate attributable app downloads and grow its userbase.

INSIGHT AND STRATEGIC
APPROACH

Establish two testing flights, Q4 2021 and Q1 2022:

Flight 1:
• Leveraged DR national cable
• Conducted advanced audience research to dictate initial
network selection
• Utilized :15, :30, :45 second creative lengths
• Activated an “always-on” strategy throughout the flight
• in-flight optimization of day part by creative mix,
network mix, etc. in-flight
Flight 2 (optimized):
• Launched with optimized network mix and learnings
from flight 1
• Incorporated syndication and broadcast along side
national cable
• Implemented a flighting strategy inclusive of a 2-week
hiatus to further prove impact on app volumes
• Removed :45 creative length due to under performance,
upweighting :30s
• Optimized buy by day part, creative mix, network mix,
etc. in-flight

RESULTS

The Buy:
Budget: +30%
Total Spots: -5%
Total TRPs: +17%
Application Impact:
Installs: +79%
Cost per install (CPI): -13%
Avg. App Store Imprs: +66%
Avg. App Store CRV: +18%
Awareness Impact:
YouTube Brand Lift Study
Ad Recall: +17%
YouTube Brand Lift Study
Awareness: +14%

Apple App Store Activity

Pink: Cost per App Install | Blue: Install Volume

Google Play Store Activity

Blue: Search Impressions | Green: Install Volume