In-App Ad | GEO: EMEA

Driving Growth for a Fitness & Health App with DecenterAds DSP

Challenge

A top health and fitness app aimed to expand its user base, increase daily engagement, and boost overall activity while controlling advertising costs. Targeting a CPI of $3.50 and a daily active users rate of at least 7%, the client needed to address the rising acquisition costs and intense competition in the fitness market. The key challenge was to attract quality users who would stay engaged over time.

Solution Provided by DecenterAds DSP

To help achieve these goals, DecenterAds implemented a strategy focused on precise targeting, dynamic optimization, and engaging ad formats to ensure user acquisition and retention.

DecenterAds launched programmatic in-app advertising across popular fitness, wellness, and lifestyle apps, targeting users already interested in health topics. By placing ads strategically within relevant channels, DecenterAds attracted high-intent users. Additionally, a lookalike audience targeting leveraged data on the app’s existing active users helps to reach new users with similar engagement patterns, which increases installation and retention rates.

Through dynamic campaign optimization, DecenterAds’ DSP used real-time data to adjust bids and ad placements, ensuring that resources focused on channels with the best conversion rates. This machine learning-driven approach, combined with dedicated managers optimizing around the clock, enabled the campaign to achieve the $3.50 CPI target while maintaining high user quality.

To further drive engagement, DecenterAds deployed Native Ads and Rewarded Video Ads, which offered an integrated user experience that encouraged installs. Deep linking directed new users to specific sections of the app post-installation, enhancing retention by giving immediate access to relevant features.

In addition to acquiring new users, DecenterAds implemented a personalized retargeting strategy to re-engage users who abandoned the onboarding process or showed low interaction. These customized ads highlighted app benefits, effectively increasing user interaction and reducing churn, contributing to higher overall retention rates.

Results

The strategic implementation of DecenterAds’ DSP solution delivered solid results. The campaign met the $3.50 CPI target, achieving cost-effective user acquisition. DAU rates reached 7.2%, slightly surpassing the client’s goal and reflecting ongoing user engagement. Additionally, retention rates rose 30% within the first month, driven by engaging ad formats, deep linking, and retargeting efforts.

Moreover, the optimized campaign generated a 15% increase in ROAS compared to previous strategies, significantly boosting ROI. DecenterAds’ DSP approach allowed the client to scale effectively, reach high-quality users, control acquisition costs, and drive sustainable growth in a competitive health app market.