How Bukalapak engaged app users with programmatic in-app display
Indonesian online customer-to-customer (C2C) marketplace Bukalapak started a programmatic in-app display advertising campaigns with Sociamantic Labs in September 2015 to engage its app installers effectively.
Background
Bukalapak invested much time and effort into building its proprietary app, and it paid off. Within just one year of its launch, the Bukalapak Android app was the most downloaded shopping app in Indonesia. Yet despite the high number of installs, only one in every two users were actively using the Bukalapak Android app. Bukalapak hence looked to Sociomantic Labs for its in-app marketing solution, AppKit.
Execution
AppKit is a suite of in-app programmatic display solution designed specially for advertisers’ app-based challenges. In Bukalapak’s case, AppKit’s Re-engage solution helped to re-activate users who have downloaded Bukalapak’s Android app but have been idle. Sociomantic’s proprietary Re-engage technology tracks a user’s activity in six in-app event types, including app open events and add-to-basket events.
The in-app event data helps to determine the optimal price for Bukalapak to pay for each ad impression to a user when he or she is in another app e.g. playing games or reading news. The in-app banner is personalised to show the products last browsed by the user in the Bukalapak Android app, or category best-sellers if the user has installed but never opened the Bukalapak app. This is enabled by Sociomantic’s dynamic creative optimization or DCO technology to increase likelihood of a user’s engagement and conversion.
Other contributing factors to Bukalapak’s success to its app-based challenge include Sociomantic’s device-agnostic HTML5 banner technologies and ‘first-look’ access to premium app inventory. Sociomantic has been using HTML5 banners since 2010 to assure advertisers that their banners will be viewable across all device types, to safeguard the brand image and customer experience. Access to premium app inventory allows Bukalapak to reach its highest-value users before other advertisers and improve the viewability of its in-app banners.
Result
Since the campaign launch, Bukalapak has seen an average growth of 36.1 per cent in monthly active users, 59.5 per cent jump in screen views, and 81.9 per cent increase in in-app sale transactions.
Following the outstanding results of the AppKit Re-engage campaigns for its Android app, Bukalapak plans to extend the campaigns to its iOS app in the near future. The online marketplace is also considering the use of Sociomantic’s capabilities to segment and target users in specific CRM groups and Indonesian cities in future campaigns.
“Sociomantic’s in-app advertising campaign has made a significant positive impact on the sales volume in our mobile app. It was also easy and quick for our mobile team to integrate Sociomantic’s AppKit software development kit into our app. The campaigns have proven to be invaluable in helping us convert idle users back into app shoppers, effectively increasing our number of monthly active users. I’d like to congratulate Sociomantic on this successful product innovation,” said Irena Nova Kusumandini, Mobile Ads and Programmatic Media Manager, Bukalapak.
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