With Outbrain, the brand promoted articles on topics such as the benefits of diet plans while testing different creative variations to see which worked best in each market. Doing so, Lifesum educated audiences on the capabilities of the app prior to download, resulting in engaged and energized users who were far more likely to opt into the app’s paid premium service.
To ultimately increase its community of loyal app users, Lifesum leveraged Target CPA mode of Conversion Bid Strategy, Outbrain’s proprietary auto optimization tool. Designed for performance goals, Target CPA mode succeeded in keeping Lifesum’s campaigns profitable by maximizing efficiency and conversions at the defined target CPA set by the brand.
Outbrain stood out among other native platforms when it came to conversion rate (10.4% versus 8.4%).