Case Study: USA TODAY increases app opens with Liftoff

USA TODAY Increases App Opens 386% with Liftoff

USA TODAY, the national media company behind the USA TODAY news app, wanted to grow reach for its free mobile app on Android devices in the United States while staying within CPI targets. To do this, it partnered with Liftoff for a mobile user acquisition campaign focused on attracting qualified users who would download and actively use the app.

Liftoff used postback data from Localytics, along with extensive A/B testing across banner and interstitial creatives, to optimize copy, animation, branding, headlines, and article themes. The campaign delivered strong gains: app opens increased 386%, installs rose 107.3%, CPAs fell 56.8%, and the ITA increased 134.4%, with branded ads generating 53% more installs than non-branded ones in one test.

USA TODAY

Liz Carboni

Senior Marketing Manager