RIde-Hailing | Success Story

Leading Ride Hailing App - Beat, Achieves Passenger and Driver User Acquisition Success with Programmatic Advertising

beat-white-logo

Background

Launched in 2011, Beat is a mobile app that transforms the way people move in their cities. They aspire to make urban landscapes a better place to live, re-imagining mobility solutions that are more efficient and user-friendly. Beat is one of the fastest growing apps in Latin America.

Goal

Beat was looking for a trusted programmatic user acquisition platform to reach new passengers and drivers in key markets and cities that include Mexico, Colombia, Chile, Argentina, and Peru, while achieving the key performance metrics of passenger and driver first riders

Approach

Understanding the major benefits of programmatic advertising, Beat leveraged Peak DSP – Edge226’s leading programmatic UA platform to increase their user base. By combining Peak’s technology, creative performance, and expert management team, Beat was able to reach their targets within each respective city. ​

1. Discovering highly engaged users: Utilizing Peak DSP’s machine learning, the platform analyzed more than 70 different data signals like top converting ad exchanges, creative type (i.e. banner vs. native vs. video), native creative messaging, city targeted, time of day, and app category, to find the most relevant audience to target. ​​

2. Optimizing towards down-funnel conversions: Next, the team initiated A/B testing to find the most optimal lookalike audience in each market location. Using the pre- and post-install data that was gathered, Edge226 was able to focus on improving performance metrics by reaching Beat’s target KPIs which include ‘install-to-first-ride’ ratio and cost-per-first-ride. Through Peak’s advanced prediction algorithm, Edge226 was able to deliver high-quality users. ​​

3. Combating ad fraud: With Edge226’s proactive approach against any potential ad fraud, the team was able to efficiently eliminate over a short time-period by providing complete transparency and through blacklisting of non-compliant traffic.

Solution

Understanding the major benefits of programmatic advertising, Beat leveraged Peak DSP – Edge226’s leading programmatic UA platform to increase their user base. By combining Peak’s technology, creative performance, and expert management team, Beat was able to reach their targets within each respective city.

1. Discover highly engaged users

Utilizing Peak DSP’s machine learning, the platform analyzed more than 70 different data signals like top converting ad exchanges, creative type (i.e. banner vs. native vs. video), native creative messaging, city targeted, time of day, and app category, to find the most relevant audience to target.

2. Optimize towards down-funnel conversions

Next, the team initiated A/B testing to find the most optimal lookalike audience in each market location. Using the pre- and post-install data that was gathered, Edge226 was able to focus on improving performance metrics by reaching Beat’s target KPIs which include ‘install-to-first-ride’ ratio and cost-per-first-ride. Through Peak’s advanced prediction algorithm, Edge226 was able to deliver high-quality users.

3. Combat ad fraud

With Edge226’s proactive approach against any potential ad fraud, the team was able to efficiently eliminate over a short time-period by providing complete transparency and through blacklisting of non-compliant traffic.

Results

2X

First rider volume quarter-over-quarter

5X

Lift in total driver first-ride completions

70%

Increase in install volume after one month of penetrating the new Buenos Aires market

We look forward to the next stage of our partnership.

Edge226’s programmatic platform enabled us to expand our presence efficiently and substantially in the key cities we operate in. We trust their team and see them as an extension of our marketing efforts. They were more than proactive in our fight against ad fraud and are happy with the results our campaigns achieved. We look forward to the next stage of our partnership.
Vitaly Kudryavcev
Senior Digital Media Specialist at