How a creative testing strategy boosted ad spend returns by 22% for Fluent

An iterative approach from LifeStreet helped performance marketing agency Fluent quickly identify new creative lifts, increasing engagement with its in-app ads.

Challenge

To drive quality traffic to its flagship media property, Flash Rewards, Fluent needed to identify and target users interested in signing up for its rewards program. Fluent partnered with LifeStreet to run rewarded in-app to mobile web campaigns. With a simple display ad, LifeStreet succeeded in reaching Fluent’s goal of 100% day one ROAS. 

Several months after the campaigns launched, performance plateaued and CPRs (cost per registration) started to increase. The LifeStreet team evaluated both campaigns and identified creative template optimizations as an opportunity to drive the largest impac on performance.

Solution

Based on LifeStreet’s creative testing history, and proprietary research on competitors’ creative, the LifeStreet team designed a creative template featuring an in-app display ad that matched the appearance of the landing page (referred to as the “prelander”).

Before applying the prelander template to each of the two campaigns, LifeStreet ran a series of A/B tests to determine the efficacy of the new ad template when measured against the advertiser-provided ad.

Results

The results of LifeStreet’s A/B prelander test saw huge lifts in yield (conversion/impressions). After finding that the new creative template outperformed the original ad, LifeStreet continued to test various elements such as CTAs, animation, and copy. 

This iterative testing strategy allowed the team to quickly identify new creative lifts, increasing engagement with Fluent’s in-app ads. The new creative templates, combined with LifeStreet’s real-time optimiSations, drove down CPRs while incrementally increasing ROAS and scale. 

Tony Tang, Senior Manager, Growth Marketing at Fluent, said: “LifeStreet’s customer success team worked closely with us to ensure we were set-up to benefit from in-app audiences despite not running a traditional app install campaign. By driving our in-app target audience to our mobile web properties, we were able to exceed our ROAS goals, which directly contributed to exponential increases in spend.”

 

 


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