FBS is an international fintech company specializing in providing online trading services in financial markets. The company offers users access to trade currencies, stocks, indices, and other assets through user-friendly and innovative platforms. FBS has established itself as a reliable partner for traders worldwide, offering educational resources and 24/7 customer support.
Connected TV (CTV) devices for streaming video continue to gain momentum globally, transforming content consumption habits. In 2024, the global CTV audience surpassed 1.2 billion users, reflecting a significant shift from traditional television to streaming services. FBS approached us with the task of testing the CTV format to strengthen its position in the Southeast Asian market through an innovative advertising approach.
To test CTV as a new advertising channel and evaluate its effectiveness in attracting new users, comparing the results with traditional methods.
Integrate the CTV format using AppsFlyer.
Experiment with various creatives to optimize conversions.
Evaluate results based on a CPA model (cost per acquisition of the first deposit from new users, FTD).
Integration
During the project, we encountered technical challenges when setting up cross-attribution links for CTV in AppsFlyer. This new format proved more complex to integrate compared to standard in-app formats. Together with our traffic partners, we developed a step-by-step manual for CTV integration, ensuring the process of generating tracking links was clear and convenient for the client. This minimized risks and expedited the campaign launch.
Creative Experiments
We conducted tests with various creatives in different formats and contents, identifying those that yielded higher conversion rates. Our experiments revealed several key advantages of CTV:
Conversion rates on Android devices were significantly higher compared to traditional advertising channels.
Enhanced brand presence and a positive image were established through television exposure.
Broad reach: a single advertisement on a Smart TV could capture the attention of multiple viewers simultaneously, resulting in an average of 2.3 app installations per impression.
Analysis
Thanks to the meticulously set-up campaign and optimized creatives, we successfully generated 274 first deposits from new users, laying the groundwork for building a loyal customer base. CTV proved to be an effective and promising channel for promotion.
274 first deposits from new users via CTV.
Increased brand awareness and a positive image for FBS in new markets.
Demonstrated the effectiveness of CTV as a powerful channel for attracting active users in the fintech segment.
This innovative approach, bolstered by technical expertise, significantly enhanced FBS's competitiveness in Southeast Asia.
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