Co-op is also working with dentsu agency Carat UK to implement an outcome-based media buying strategy which compliments its pre-load initiative.
Dentsu and Co-op have launched a UK wide initiative to pre-load the Co-op membership application directly onto all Samsung O2 Telefónica devices.
By automatically installing the app at the Point of Sale on over 20,000 Samsung devices each week, Co-op says it is able to reach a vast audience without relying on traditional download driven marketing campaigns.
Co-op is also working with dentsu agency Carat UK to implement an outcome-based media buying strategy which compliments its pre-load initiative.
By ensuring that media spend is being directly tied to measurable outcomes such as number of application installs and level of user engagement, the business has seen a 46% reduction in Android cost-per-acquisition (CPA).
The pre-load advertisement channel, which was initially developed by Digital Turbine, is pitched as a UK first, streamlining the download process to encourage wider collaboration across telecom providers, manufacturers and brands.
Kenyatte Nelson, Chief Membership and Customer Officer at Co-op said, “We are excited to announce the launch of our new pre-load initiative which will enable us to more efficiently engage with our customers. Dentsu’s support and innovative approach has been invaluable in enabling us to bring this to market and set a new industry benchmark for digital marketing.”
Toby Benjamin, Chief Digital Officer UK&I, dentsu, said, “We are pleased to announce this next chapter in the continuation of our partnership with Co-op. The strategic alignment of app pre-loading with high volume device sales creates a win-win situation for businesses and consumers alike.”
“The Co-op brand, known for its widespread appeal and strong community presence, is a perfect example of how this groundbreaking model from Telefonica can be leveraged to streamline the user experience and drive engagement and visibility at scale.”
Duncan Blacklet, VP Regional Performance Sales EMEA at Digital Turbine, said, “Our preloads product provides an unparalleled access to users’ device and ensures continuous exposure to the app as users see the app icon repeatedly on their device home screen, keeping it top of mind.”
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