Success Story

These results demonstrate how important it is to test different ideas and show landing pages that resonate. If a user is redirected to a landing page that matches their interest, conversions increase significantly.

• 50% IPM Lift
• 51% CVR
• Highest daily lift recorded at 112%

As a longstanding and trusted advertising partner, Mytona turned to Smadex to develop and implement a strategy to scale growth for its flagship app, Seekers Notes. Mytona is constantly in search of new high-quality users to achieve its growth goals whilst maintaining performance and meeting its KPIs. As one of the few DSPs that supports the scaled roll-out of Custom Product Pages (CPP), Mytona saw an opportunity to innovate and chose Smadex to acquire a competitive edge.

Custom Product Pages are alternate versions of a default App Store product page created to highlight different elements with the objective of customizing the user experience and increasing conversions. They allow advertisers to target specific audiences with customized creative assets, screenshots, promotional text, and app
reviews that are different from those of the default product page.

Smadex developed a strategy for Mytona to run Custom Product Page campaigns. The Smadex team set out with an objective to increase installs by improving page content for the key target audiences of Seekers Notes.

Using learnings from previous Mytona campaigns and Smadex’s proprietary performance algorithm, we were able to identify the best custom Creative and Content to engage and resonate with high-quality users. This was done through a series of tests to evaluate the performance.
Our team deployed and A/B tested different video ad creatives, ensuring that we had sufficient data for it to be statistically significant.

• Group A presented users with a creative that matched the final product page.
• Group B (the control group) was presented with a creative that did not match the product landing page.

After one month of testing, the impact on the campaign’s performance was analysed, and we found a clear winner with significantly improved performance.

“Mytona is focused on running effective advertising campaigns, hence we continually innovate and test. We chose to run CPP tests with a trusted partner, and Smadex delivered. Now we will utilize the learnings to expand investment in CPP.”

Fedosiya Protopopova | Chief Marketing Officer, Mytona