One of the largest online food-ordering companies saw their user base increasingly shift toward mobile, and a majority of their traffic was coming from smartphones. However, the company had held back from mobile advertising because of opaque pricing and a lack of optimization options. They turned to Accordant Media to capitalize on the untapped opportunities in mobile to drive new customer orders.
- Created a custom mobile algorithm to identify new customers in client-defined markets across the nation.
- Developed a custom view-through attribution solution which allowed us to manage lift testing to reach the most valuable users.
- We further optimized the campaign by managing an array of targeting tactics on a market-by-market basis:
- Analyzed dozens of data points (i.e. phone model, app category, operating system and more) and optimized toward the top signals within each market
- Utilized time-of-day targeting to heavy up during lunch time and dinner to increase efficiency during prime hours
- Reduced cost per new order by over 35%
- Increased scale by 10x