We created an iterative testing model to understand the exact moment that a customer is likely to convert and the moment they drop out of the funnel. We did this by creating a sequential tracked chain of adverts, the second wave of which could only be viewed by those who had seen the first wave and so on with each wave set to a frequency of 1, meaning that it could be seen once before moving to the next wave. We bought for clicks towards an app download link, so we tracked and analysed both brand actions (link clicks) and product actions (app downloads).

We had a heavy focus on advert retargeting using paid media to drive downloads amongst viewers of video content. We used a 1% lookalike audience of people who were closest to their current customers, ensuring we were efficient from the get-go.