Federico VazquezMobile Marketing Manager

"Keyade recommended the innovative Mobile App Install format, and managed it effectively. The

results were a success and cost objectives were reached, putting us in a position to confidently continue

our expansion and cement our leadership position in the market."

The key to gaining market share rests on the number of users the company can sign up. In order to position itself as the leader in emerging markets and quickly create a barrier to entry, OLX's strategy consists of moving fast to recruit as many users as possible.

The company confides the management of its mobile app's promotional campaign to Keyade, presenting the media agency with the following challenge: generate as many downloads as possible while keeping the Cost Per Download (CPD) as low as possible. For OLX, the road to conquering the market runs through the six emerging markets that represent its greatest challenge: Brazil, India, South Africa, Pakistan, Kenya and Nigeria.

ENTER THE MARKET AS QUICKLY AS POSSIBLE IN ORDER TO CREATE A BARRIER TO ENTRY

CHALLENGE

First launched in 2006, OLX has become one of the biggest names in free online classifieds. The company operates in over 105 countries and 40 languages, with over 150 million unique visitors a month. With its sights set on rapid global growth, it has made emerging markets its priority target.

Within a few short months, OLX jumped to 30th in brand rankings in Brazil and 18th in India, close on the heels of international giants such as Amazon, Google, Yahoo! and Facebook. OLX's conquest of new markets rests on its ability to quickly become a fixture in the daily lives of its users. To reach its goals, OLX relies on high-intensity offline and online ad campaigns conducted over very short periods of time.

Emerging markets have a very strong mobile internet penetration. To leverage this, OLX has created an application that lets users download and search classifieds. This application plays a key role in the company's rapid expansion into new target countries.

DEVELOP A DOWNLOAD MECHANISM FOR OLX'S MOBILE APPLICATION

MISSION

CONQUERING NEW MARKETS WITH FACEBOOK’S MOBILE APP INSTALL

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF.In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris, FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

OLX is the next generation of free online classifieds.OLX provides a simple solution to the complications involved in selling, buying, trading, discussing, organizing, and meeting people near you, wherever you may reside. The company is based in New York, NY and Buenos Aires, Argentina and operates two leading online classifieds networks hosted at: www.olx.com and www.mundoanuncio.com.

+300 000 DOWNLOADS OF THE APPLICATION IN ONLYA FEW MONTHS

RESULTS300,000 DOWNLOADS OF THE APPLICATION, AT A LOW COST PER DOWNLOAD

The implementation of Facebook's Mobile App Install ad format was a resounding success, and the campaigns were expanded into a further 16 emerging markets. Since the launch of the campaigns in June, the average Cost Per Download has steadily decreased, while campaign objectives have been fully reached. The 300,000 download mark was surpassed with a CPD that was even lower than the initial target.

SOLUTIONFACEBOOK'S MOBILE APP INSTALL

To acquire new mobile users, Keyade turned to Facebook's Mobile App Install ad format. Its ease of use and high-impact format (presentation text, image, and call to action) highly incentivize downloads.

The promotional campaign was divided in two phases. First, eight different campaigns were created in each of the six countries, with specific gender and platform targets (iOS/Android). Second, based on the performance of these campaigns, adjustments were made and budgets reallocated. Keyade dropped the less effective campaigns, and increased the budget share of those campaigns generating the most downloads.

The Mobile App Install allowed Keyade to easily optimize its campaigns and maximize the number of downloads of the app at a low Cost Per Download.

CONQUERING NEW MARKETS WITH FACEBOOK’S MOBILE APP INSTALL