The mobile platform, in its nature, allows a lot more targeting options that any other platform. Advertisers can segmentize audiences to reach relevant users based on location, interest, demographics, and even drill deeper and only target them when they are most receptive to their message -context. To transmit this notion most effectively, we’re going to use our client Gett as an example.

1. How to Find
the Right
Users for
Your App

2. How to Find the
Right Users for
YourApp Using
A Hyper
Targeted Media
Campaign
01
The mobile platform, in its nature, allows a lot more targeting options that
any other platform. Advertisers can segmentize audiences to reach relevant
users based on location, interest, demographics, and even drill deeper and
only target them when they are most receptive to their message - context. To
transmit this notion most effectively, we’re going to use our client Gett as an
example. Gett is a mobile app for booking taxi rides. To reach relevant users,
we leverage targeting options available on mobile, and thus reach the most
relevant segment within the brand’s target audience.
To better grasp the idea of context-based mobile advertising, imagine this:
there’s a huge concert in town, attended by dozens of thousands of people.
These people have most likely had a few drinks and are looking for a safe
way to get home. Showcasing Gett ads to these people, based on their
location, at the exact time the concert has ended, will guarantee high
conversion rates because that’s when concertgoers are most receptive and
are actually looking for a taxi. This type of specific, creative targeting isn’t
available on any other advertising platform.

3. 08
By targeting only relevant audience segments with their campaign, brands
can maximize the amount of paying users and thus increase their ROI. For
Gett, we defined hundreds of micro-segments within their target audience
and tested conversions among them. The highest-performing segments were
addressed using bespoke advertising messages to maximize conversion even
more. Such hyper-targeted campaigns offer a few main benefits:
Increase amount of revenue-generating users
Generate quality users
Enhance user loyalty and retention
In an effort to penetrate new markets, Gett approached us with the tall order
of scaling its user acquisition in select cities, outside of their usual social
networking channels. Additionally, Gett’s interest in specific cities (Moscow, St.
Petersburg, London, New York and Tel Aviv) required locally targeted
campaigns, which can be complex and costly. Finally, Gett needed quality
users to submit and confirm their phone numbers before using the app.
02
How to Find the
Right Users for
YourApp Using
A Hyper
Targeted Media
Campaign

4. 08
We created a unique creative approach for each city. These campaigns
emphasized each city’s distinctive selling points and characteristics, presenting
Gett to potential users in different languages and using a variety of cultural
references. Our media team tailored the creative messaging to emphasize
the advantages of using Gett over local cabs or competing apps. These
imaginative campaigns were used alongside constant optimization, as well as
hyper-targeting user acquisition strategies.
The campaign called for hundreds of micro-segments, in order to encourage
users in each city to download the app and put it to good use. For example,
in NY, we helped Gett launch with a $10 promotion for black car rides
anywhere in Manhattan. The campaign was incredibly successful, generating
a massive buzz in the press and on social media, and acquiring many new
users, who booked a great number of orders for the company’s drivers in
NYC.
03
How to Find the
Right Users for
YourApp Using
A Hyper
Targeted Media
Campaign

5. 08
Our team managed to scale Gett’s user acquisition by more than 400% within
months of campaign launch, while maintaining the Cost Per Install (CPI) goals
and improving the quality of users. Additionally, Gett acquired users who
didn’t only install the app, but also completed the registration process,
confirmed their personal details, and booked a cab. Ultimately, Gett became
a household name in each of the targeted cities, and increased Gett quality
KPIs by more than 50%, while staying within the CPI targets.
If you’ve already launched your mobile app, we strongly recommend opting
for a hyper-targeted media campaign. It is a great strategy for continually
attracting relevant users, likely to become active and loyal. This way, you can
truly make the best of the mobile platform and leverage it to enhance your
overall brand and customer-base.
04
How to Find the
Right Users for
YourApp Using
A Hyper
Targeted Media
Campaign

6. About us
Moburst is a full service, global mobile marketing agency that helps
companies grow their mobile business. After redefining hundreds of apps
and A/B testing every possible feature in every vertical, our team knows
what works for each product, and how to deliver the most relevant
experiences for each user. We love solving clients’ tough mobile challenges
and believe that the combination of creative thinking, advanced technology,
and data drives success at scale.
Hundreds of companies, from local startups to large global brands such as:
Microsoft Accelerator, Get-Taxi, Conduit, Sony Music and Nielsen Innovation,
have leveraged our product refinement, app store optimization (ASO), user
acquisition, and mobile consulting services to enhance their product and
maximize their KPIs.
Every day, our team’s mission is to innovate creative solutions that connect
brands with highly targeted audiences that convert into loyal users.
Moburst has offices in New York City, Israel and San Francisco.
To learn more, visit www.moburst.com or contact us at hello@moburst.com.
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