Performance CTV campaigns take Picsart’s UA to new heights
Picsart achieved substantial and cost-effective growth with AppDiscovery’s CTV campaigns.
Category
Media
Marketing Objective
User Acquisition
Picsart
Background
Picsart is best known for its popular online photo and video editing suite with an active community of creators sharing their work. Available in over 30 languages, Picsart has 150 million monthly active creators in 180 countries and more than 1 billion app downloads to date.
Location
Miami, FL (HQ)
Company Size
1,000+
Founded
2011
Picsart
The Challenge
Driving incremental growth through new channels
Having achieved initial chart-topping success acquiring users through social and in-app advertisements, Picsart wanted to find new ways to expand their user base and sustain their market position. They suspected CTV would create an opportunity to reach new audiences at scale, but needed to ensure any spend allocated to the channel would result in positive ROI.
The Solution
AppDiscovery’s CTV campaigns and top-performing CTV ads drove profitable UA growth
Picsart partnered with AppLovin to extend their AppDiscovery campaigns to CTV to drive as many installs as possible at a fixed CPI. They also worked with SparkLabs, AppLovin’s in-house creative team, to produce highly engaging creatives tailored to CTV. Running these ads through premium CTV channels proved to be a lucrative way for Picsart to acquire new users.
The Results
Picsart quickly found CTV to be an ideal channel for growing their user base at a cost-efficient ROI
CTV campaigns drove a high install rate at a competitive CPI. Seeing these results, they tripled their spend on CTV and were able to maintain their position at the top of the app store charts, as the #2 top-downloaded photography app.3
In Summary
Unlocked powerful, new reach
Picsart expanded its reach and drove net-positive increases in installs at massive scale. Their early success on the platform prompted a 3X increase in CTV spend.
Spent in CTV with confidence
AppDiscovery’s performance (CPI) pricing allowed Picsart to allocate budget for installs rather than impressions.
AppLovin has given us confidence that CTV will be a main performance channel for us.
Running CTV campaigns with AppLovin has exceeded our expectations. We’re seeing a much higher install rate than we had originally thought possible, which has played a key role in reinforcing our standing as a top app in our category. We’ve ramped up our CTV spend and can’t wait to see the kinds of results we get in the coming months!
Lin Yuan
Sr. Director, Growth Marketing
1Google Play Store: April 10, 2023
2AppLovin: CTV, Feb 20-26, 2023 to March 27-April 3, 2023
3SensorTower: March 20, 2023
2AppLovin: CTV, Feb 20-26, 2023 to March 27-April 3, 2023
3SensorTower: March 20, 2023
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