App User Acquisition Blueprint: Lowering Cost Per Install (CPI) using Google App Campaigns & JioHotstar Video Ads
Scaling mobile app installs requires balancing scale with cost efficiency. Combining Google Universal App Campaigns (UAC) with high-impact JioHotstar video placements drives mass downloads at optimized CPI.
TL;DR QUICK SUMMARY & KEY TAKEAWAYS
Scaling mobile app installs requires balancing scale with cost efficiency. Combining Google Universal App Campaigns (UAC) with high-impact JioHotstar video placements drives mass downloads at optimized CPI.
The Mobile App Scaling Challenge
Performance marketers running mobile user acquisition campaigns often hit a wall: single-channel social campaigns suffer rapid ad fatigue, causing Cost Per Install (CPI) to surge while in-app activity declines.
In my work with **Koli Catch** (Mobile App User Acquisition) and **ITD Software**, combining Google App Campaigns with targeted OTT video advertising on JioHotstar unlocked mass reach at optimized CPI rates.
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The Dual-Channel App Growth Playbook
1. **Google Universal App Campaigns (UAC)**: Feed UAC multi-size assets (landscape video, vertical video, HTML5 playables, text ideas) allowing Google Machine Learning to test combinations across Play Store, YouTube, Search, and Display.
2. **In-App Event Bidding (tCPI & tCPA)**: Optimize for key post-install events (registration, first booking, account creation) rather than raw installs alone.
3. **JioHotstar Video Placements**: Run non-skippable video ads targeting cricket, live sports, and regional entertainment audiences during high-traffic streaming events.
4. **App Store Listing Optimization**: A/B test app screenshots, icon visuals, and short descriptions to increase store page install conversion rate.
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Proven Results: Koli Catch
This omnichannel approach for **Koli Catch** delivered a rapid surge in mobile app installs while maintaining tight CPI limits and strong post-install user retention.
Meet the Creator
Vedant Tiwari
Performance Marketing Executive • 1.5+ Years Experience
I design, audit, and scale search & social ad campaigns for eCommerce brands. I help leverage high-margin performance marketing strategies to build sustainable digital growth.