Pango

Pango+, a parking app with more than 1 million users, approached Moburst with two goals: increase their market share by acquiring new active users, and to reduce its operational costs by influencing customers to use the app when parking their car, rather than calling Pango+’s call center (a legacy behavior developed before smartphone apps were available). Moburst was also provided with separate Cost Per Acquisition (CPA) targets for two segments – new service subscribers and existing service users who switched to using the app instead of the call center.

Moburst targeted micro-segments with different messaging for each one. For example, one message focused on presenting the app as the modern way to use the service for existing users, while another focused on presenting Pango+ as the way to avoid costly parking tickets, as well as the inconvenience of having to deal with parking meters or searching for loose change. More than 100 highly targeted, personalized ads were used to acquire users who would not only install the app, but also complete the registration process and use the app to pay for parking.

Through a diligent process of A/B testing, Moburst successfully identified audience segments that were most receptive to the app. As a result, Moburst beat Pango+’s target CPAs for both audiences, which further decreased over time by an average of 50%, increasing Pango+’s revenue stream.