CASE STUDY

CASH-BACK SAVINGS APP IBOTTA REACHES 2X MORE PAYING USERSOPTIMIZING LIFETIME VALUE AND CREATIVESTO DRIVE HIGHER CONVERSION

CHALLENGE

Ibotta’s success hinges on growing

and retaining a large volume of

active users who regularly shop at

major retailers. The company is an

innovator in performance market-

ing. It relies on a sophisticated

advertising and user acquisition

(UA) strategy of targeting high-

value consumers.

I

@ VUNGLE VUNGLE.COM

CASE STUDY

Ibotta needed an in-app video

advertising platform that could not

only maximize its advertising

budget and help achieve its

difficult UA goals, but could also

understand its complex

performance marketing tactics.

”“Vungle is squarely at the top of ouradvertising partners.

— Diana KimSenior Growth Marketing

Manager, Ibotta

2X MORENEW PAYING USERS

50% LOWER COST TO ACQUIRE

NEW PAYING USERS

25% HIGHER CONVERSION

botta is the leader in

offline performance-

based mobile marketing,

delivering interactive media content

to over 15 million users before they

go shopping. With Ibotta, users are

able to engage with brands, unlock

rebates at their favorite stores, and

earn cash back for making qualify-

ing in-store purchases.

Headquartered in Denver, Ibotta is

transforming the consumer shop-

ping experience by making it easy

for shoppers to earn cash back on

their mobile phones. The company

partners with leading brands and

retailers to offer cash back on

groceries, electronics, clothing,

gifts, home and office supplies, and

to date has paid out more than $90

million in earnings to shoppers.

But finding users is only part of the

equation. The bigger challenge is

user quality and maintaining

efficiencies. For Ibotta, this means

bringing in engaged consumers who

will make the app a part of their

daily shopping routine.

Ibotta’s objectives:

Identify active customer most likely to install

and regularly use Ibotta.

Develop new video ads and interactive end cards to appeal to Ibotta’s target audience and maximize conversion.

Find the right publishers with users that fall exactly into Ibotta’s ideal customer type.

Minimize risk and drive scal-able high-quality user growth by running Ibotta’s creatives in the right apps.

THE RESULTS

Within three months of working with Vungle, Ibotta reduced its cost of acquiring new paying users by up to 50 percent. It also doubled the number of new users that made purchases within the first 30 days of installing its app.

Vungle’s creatives also drove higher conversions while allowing Ibotta to be more efficient with its ad spend. In some cases, Vungle’s interactive ads generated over 25 percent higher conversion compared to non-interactive creatives.

“We rely on an intricate perfor-mance marketing plan to reach and grow our customer base,” says Diana Kim, senior growth marketing manager at Ibotta. “For us, effective UA requires optimizing both customer LTV and creatives to work together. There aren’t a lot of ad platforms that can do either well, but Vungle is an expert in both.”

In addition to helping Ibotta drive high-quality installs, Vungle also helped the company learn more about its core audience. This gave Ibotta more leverage to push for transparency around UA perfor-mance with additional ad networks it works with regularly.

In the fragmented mobile adtech and tracking ecosystem, it’s import-ant for advertisers to pinpoint which channels are providing them valuable (and not-so-valuable) users

SOLUTION

so they can make the most of their UA budgets.

Ibotta continues to grow its massive user base through unique, targeted performance marketing strategies. The company optimizes its UA campaigns for high-LTV users who engage with Ibotta long after the initial install, which organically

Ibotta turned to Vungle to find the

best opportunities to maximize

its UA performance. In order to

deliver the highly-engaged users

the company wanted, Vungle

utilized a data-driven approach

that focused on optimizing

Ibotta’s creatives while also

targeting high lifetime-value (LTV)

customers.

By partnering closely with Ibotta to

model its performance data against

Vungle’s LTV optimization product,

• Identify active customer

segments most likely to install

and regularly use Ibotta.

• Develop new video ads and interactive end cards to appeal

to Ibotta’s target audience and

maximize conversion.

• Find the right publishers with

users that fall exactly into

Ibotta’s ideal customer type.

• Minimize risk and drive scalable high-quality user growth by running Ibotta’s creatives in

the right apps.

”

“Effective UA requires optimizing both customer LTV and creatives to work together. There aren’t a lot of ad platforms that can do either well, but Vungle is an expert in both.

Vungle was able to drive four crucial

factors to help reach Ibotta’s

objectives:

— Diana KimSenior Growth Marketing

Manager, Ibotta

@ VUNGLE VUNGLE.COM

CASE STUDY

RESULTS

Within three months of working

with Vungle, Ibotta reduced its

cost of acquiring new paying users

by up to 50 percent. It also doubled

the number of new users that made

purchases within the first 30 days of

installing its app. Vungle’s creatives

also drove higher conversions while

allowing Ibotta to be more efficient

with its ad spend. In some cases,

Vungle’s interactive ads generated

over 25 percent higher conversion

compared to non-interactive

creatives. “We rely on an intricate

performance marketing plan to

reach and grow our customer base,”

says Diana Kim, senior growth

marketing manager at Ibotta.

VUNGLE.COM/ADVERTISE

“For us, effective UA requires optimiz-

ing both customer LTV and creatives

to work together. There aren’t a lot of

ad platforms that can do either well,

but Vungle is an expert in both.”

In addition to helping Ibotta drive

high-quality installs, Vungle also

helped the company learn more

about its core audience. This gave

Ibotta more leverage to push for

transparency around UA perform-

ance with additional ad networks it

works with regularly. In the frag-

mented mobile ad tech and tracking

ecosystem, it’s important for

advertisers to pinpoint which channels

are providing them valuable (and not-

so-valuable) users so they can make

the most of their UA budgets.

so they can make the most of their

Ibotta continues to grow its massive user base through unique, targeted performance marketing strategies. The company optimizes its UA campaigns for high-LTV users who engage with Ibotta long after the initial install, which organically

increases the company’s retention, engagement and revenue over time.

“Vungle is one of our top advertising partners. I trust them to vet oppor-tunities, develop our creatives and pull the levers for us,” says Kim. “Vungle understands how to optimize creatives and user LTV with post-install data. I know they

always have our best interests in mind and will consistently deliver high-value customers to help us grow.”

Ibotta continues to grow its massive

user base through unique, targeted

performance marketing strategies.

The company optimizes its UA

campaigns for high-LTV users who

engage with Ibotta long after the

initial install, which organically

increases the company’s retention,

engagement and revenue over time.

“Vungle is one of our top advertising

partners. I trust them to vet oppor-

tunities, develop our creatives and

pull the levers for us,” says Kim.

“Vungle understands how to optimize

creatives and user LTV with post-

install data. I know they always have

our best interests in mind and will

consistently deliver high-value

customers to help us grow.”

@ VUNGLE VUNGLE.COM

Vungle is the performance marketing platform for in-app video ads. Advertisers depend on Vungle's creative and LTV optimization technologies to reach and acquire high-value users worldwide. Top publishers rely on Vungle to generate revenue with engaging video ads that enhance the user experience.Learn more at www.vungle.com | @vungle

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CASE STUDY

Ibotta used Vungle Creative and LTV Optimization to increase the number of users who made a purchase within 30 days by 2x.

Before Vungle

Start w/ Vungle

Vungle LTV Optimization

Vungle LTV + Creative Optimization

2x increase in paying users

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