The Outcome
1.3x Higher App Install Rate
9.80%
Video Ad Recall
2.20%
Awareness
6.40%
Consideration
1.3x Higher App Install Rate
Video Ad Recall
Awareness
Consideration
Goibibo aimed to refine its digital media strategy using data-driven insights to determine the optimal ad exposure frequency that maximizes app installs across top-funnel campaigns.
Campaign Setup: Executed geo-focused campaigns across priority south markets to evaluate top-funnel media exposure and its influence on app install behavior.
Media Strategy: Leveraged a balanced upper-funnel media mix with controlled reach and exposure frequency to maximize conversion efficiency without user fatigue.
Measurement Framework: Utilized Ads Data Hub (ADH) to centralize performance measurement, map exposure frequency with app installs, and identify the optimal frequency range delivering the highest install rates.
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