Success Story

• Campaign budget and reach were scaled by 300%.
• Consistently achieved between 40% and 50% ROAS from D7 in-app purchases.
• Delivered over 960M impressions during peak season.

Joom is one of the fastest-growing international eCommerce platforms in the world, with 200+ million current users and millions of products
on offer. Headquartered in Latvia, they launched in 2016 with the aim of delivering shoppers a wide variety of products at the best prices possible. They connect factories and merchants across the globe to efficiently sell straight to customers and leverage cutting-edge technologies to continue to add new products to their marketplace and provide a superior shopping experience for their user base.

At the beginning of the partnership, Joom was looking to increase its number of high-value, long-term users and its campaign’s overall ROAS.
As an eCommerce company, Joom’s most important goal was ensuring the newly acquired users were free of fraud and would convert into high-LTV users who would make purchases on its online marketplace.

When we approached Joom, we were confident we could deliver the high-LTV users they were looking for. After having a strategic discussion about their goals, they decided to run a test in Russia.

To align with Joom’s business goals of in-app purchases, Smadex’s growth team developed a programmatic targeting strategy that would optimize towards their most crucial business goal, the return on ad spend in the first 7 days (D7 ROAS). The campaign would run on a dCPM model, and targeting would be optimized based on in-app purchase data from Joom.

The strategy was carried out in three steps. First, Smadex’s team cast a wide net and spent in all major ad exchanges in Russia while optimizing towards Joom’s CPI benchmark. This fed Smadex’s machine learning algorithm with the install and buy rates for each combination of inventory, ad format, exchange, etc. After collecting enough data, the strategy moved to a dynamic CPI model, optimizing towards the best buy-rates that drove high D7 ROAS.

Finally, Smadex’s algorithm reached the growth phase and began dramatically scaling spending while remaining on target to meet the D7 ROAS.

The Insights

Running the campaign on a dCPM model struck the perfect balance between profitability and scale. Reports from the independent MMP Adjust demonstrated that the campaign was successfully scaled while maintaining high-quality traffic. Joom has continued to use the dCPM model and is very satisfied with the campaign’s ROAS, and they are now looking into exploring new markets.

“Transparency is a must-have quality of today’s advertising partners. But that is not enough if the engine can not optimize towards the campaign goals. Despite our initial doubts, Smadex proved that they can do both.”

Mikhail Biteryakov | Traffic Manager & Analyst at Joom