Scaling CPI Campaigns: How Ad Fraud Countermeasure Minimized Risk & Improved ROAS by 160%
SmartNews, a popular news curation app founded in Tokyo, has surpassed 50 million downloads since its inception in 2012. In order to expand their brand awareness and acquire new users, they have implemented ad fraud countermeasures in parallel while scaling CPI network user acquisition campaigns. In this blog, we sat down with SmartNews’ Marketing Manager, Takashi Amiya, to talk about their specific initiatives.
• New User Acquisition
• Improve Promotion Efficiency
• Concerns regarding the CPI implementation due to the large number of fraud cases in the past.
• Limited reach in whitelist distribution and increasing usage frequency per user
• Safe & Secure CPI Issue Solutions
• 10 minute Monthly Ad Fraud Countermeasure
• Cost Reduction & 160% ROAS Increase
- About 50% of installs acquired in CPI campaigns were found to be ad fraud, triggering the need for countermeasures.
- During the free trial, the tool detected that approximately 90% of the installs in a new CPI campaign were ad fraud.
- Ad fraud countermeasures in only 10 minutes per month
- Scaling CPI campaigns, cut costs and improved ROAS by 160%!
About 50% of installs acquired in CPI campaigns were found to be ad fraud, triggering the need for countermeasures.
When and why did you feel the need to take ad fraud countermeasures?
Ad fraud methods are evolving every day and are not as easy to spot with a single glance. What kind of ad fraud countermeasures have you implemented since then?
Did you face any challenges in narrowing down distribution channels?
We used to target users with a strong interest in news, but we’ve expanded our target audience since we launched our coupon distributions.
There are a lot of people who are interested in information pushed out through social media ads, that’s why we wanted to test the possibilities in expanding our network and to reach the majority of those users.
During the free trial, the tool detected that approximately 90% of the installs in a new CPI campaign were ad fraud.
We did a free one month trial
prior to installing Spider AF, how did you like the results?
We integrated Spider AF with the expectation that the clear ad fraud detection logic, easy-to-understand dashboard, and CTIT (Click to Install Time) data can be utilized for marketing activities as well.
It would have been terrible if you didn’t take countermeasures right away knowing now that the majority of acquisitions were ad fraud. Were there any other reasons why you integrated Spider AF?
Ad fraud countermeasures in only 10 minutes per month
Please tell us more about how your ad agency is using this service.
You came from an advertising agency, so I think you understand both sides of the issue well. What do you think is the best way for an advertising agency and an advertiser to work together?
We don’t evaluate results in terms of short-term CPA, but rather work with advertising agencies as partners who focus on medium to long term business growth. Since we focus on the long term, we actively ask them to blacklist media, exclude fraud from billing and implement ad fraud measures.
It’s important to have objective metrics, and to have data that everyone agrees “This is ad fraud for everyone,” so you feel at ease and can take action right away.
Scaling CPI campaigns, cut costs and improved ROAS by 160%!
You’re working with your partners to effectively combat ad fraud, but what has been the biggest impact on your business since you implemented Spider AF?
How is your performance and user quality after eliminating ad fraud?
What is the key to preventing ad fraud?
It is also important to build an organizational structure that checks both online and offline metrics for ad fraud protection. If the organization has widely different people managing digital and offline activities, it’s possible that the person in charge of digital campaigns may try to hide cannibalization of organic traffic.
It’s important to design KPIs that look at the entire business, not just the organizational structure and the numbers on the surface. Lastly, what is the outlook for your business and services, including the use of Spider AF?
Thank you very much!