The New York Times approached Somo to help identify its most profitable users based on in-app events and to tailor bidding strategy accordingly in order to maximise ROI.
Somo and The New York TImes segment users based on their interaction with an app. Re-engagement targeted each of the audiences and the most profitable/best converting audiences were identified. The bidding strategy was then optimised where the higher bids were applied to best performing audiences and lower payouts were offered for audiences with lower conversion rates. The strategy was highly effective and as a result, overall cost per conversion was reduced by 15% and volume of re-engagements was increased by approximately 10%.