BIGO Technology (BIGO) is one of the fastest-growing Singapore technology companies, with more than 30 offices and 6 R&D centers around the world. Powered by artificial intelligence technology, BIGO's video-based products and services have gained immense popularity with 4 million downloads and users in more than 150 countries.
Facing strict policy and increasing competition in the live streaming industry, BIGO LIVE was looking to improve its campaign performance. Under the guidance of ironSource and using their solution for Custom Product Pages, BIGO LIVE managed to boost IPM by 32% on their US campaign.
The hype with Custom Product Pages
"We’ve been working with ironSource for a few years now and have come to really trust their feedback and services. We were looking to scale our app, increase retention rate, and drive in more high value users. So when their team introduced Custom Product Pages as a solution, we wanted to learn more. They gave us a deep intro session on how the ironSource solution works, as well as the benefits of Custom Product Pages, including how it can increase impressions and retention rate.
Essentially, ironSource’s solution let us attach Custom Product Pages to a specific creative - which significantly improved our efficiency since we could test multiple Custom Product Pages simultaneously. ironSource is the first SDK network to let advertisers do this and we were within the first batch of advertisers to take advantage of Apple’s product.
Making it easy
First, we went to our Apple account to create a Custom Product Page with different concepts in mind, like in-app events and seasonality. Next, all we had to do was connect the product page ID (PPID) to the edit campaign section on the ironSource platform and link it to a specific creative. After that, it automatically sets up - it was effortless on our side.
A flow to it
In addition to providing the technology, the ironSource team also gave us some best practices based on what they learned so far. For example, they encouraged us to keep consistent messaging between our Custom Product Pages and the creatives, since it would sharpen the point we wanted to deliver.
For one test, we decided to do something different, following an ironSource suggestion. Usually, advertisers match the Custom Product Page to the video creative. But instead, we decided to match it to the end card. By directing users to the Custom Product Page after they click on the end card, we were able to create a more continuous flow and cohesive experience.
Winning big
With our first test, IPM increased by 32% compared to the default page, driving more users and installs. We also managed to acquire high quality users, as we saw an uplift in retention rate.
We’ve only scratched the surface of Custom Product Pages with ironSource and are planning to run more tests to improve our performance. We really appreciated how the ironSource team regularly reviewed performance data and gave us suggestions accordingly. We’re looking forward to scaling up more with them in the future."
