Very is a well-known digital retailer based out of the UK, selling more than 2,000 big brands across fashion, electrical, home and more via their app and website. To optimize their growth, they work with a leading agency, dentsu.
After seeing success with Aura on other apps, Jasmin Christie, Account Director at dentsu, recommended the on-device channel to Very. Ultimately, Aura enabled Very to beat their CPI goal by 19% and increase ROI by 12x. Hear from Jasmin how they did it.
Adding Aura as a new channel
To drive incremental installs, Very was looking to diversify their UA strategy past traditional social and search. Their main KPI was CPI, which meant they wanted to maintain low costs with their new sources. With these goals in mind and seeing success with this channel elsewhere, we recommended they test out Aura, an on-device advertising channel that recommends apps as a native part of the device experience.
Realizing that Aura could help them drive incremental users and scale their app cost effectively, they took our recommendation and tested out the channel.
Recommending Very to users at critical device moments
From the onset, we gave the team at Aura full control to optimize Very’s campaigns as they saw fit, keeping in mind their primary goal to acquire cost-efficient users.
Through premium placements, Aura helps apps reach users directly on their devices at moments they’re engaged and focused on finding new apps. The team at Aura set Very up with the App Discovery Unboxing placement, which recommends their app during device setup, as well as App Discovery In-life placement, which recommends their app based on contextual triggers.
To ensure Very is paying the best price for each user and reaching their KPIs efficiently, Aura set up a multi-bid strategy to ensure we bid differently per user. The next action item was to work on optimizing their campaigns based on device models. Aura also sent us weekly comprehensive reports and made suggestions about ways to optimize performance.
"We valued Aura’s reporting capabilities and the ability to reach users at critical moments in their device journey, moments that are unreachable through other channels."
We valued Aura’s reporting capabilities and the ability to reach users at critical moments in their device journey, moments that are unreachable through other channels.
Very beats CPI goal by 19% and boosts ROI by 12x
We found that Aura is a cost-effective and performance-driven channel, driving scalable, incremental users at low cost. After engaging users from traditional channels, Aura allows us to reach a new set of users through placements native to their devices. In fact, Aura drove the lowest CPI for Very compared to their other channels, bringing the overall CPI of their channel mix down and reducing risk for their strategy.
"The Aura platform is a triple threat, optimizing quality, efficiency, and scale."
Very beat their CPI goal by 19% and improved ROI by 12x. Along with efficiency, Aura is ROI positive. Over time, performance continues to improve. The Aura platform is a triple threat, optimizing quality, efficiency, and scale.