Domino’s Delivers iOS Success with InMobi Performance Solutions
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Domino’s Delivers iOS Success with InMobi Performance Solutions

Solution

Understanding consumers, Acquiring new users
427K+
New iOS Users Acquired in a Year
32%
of First Purchases Surpassed the Average Order Value Expectation
41%
Average Install-to-purchase Rate
"Leveraging InMobi Performance Solutions has been instrumental in accelerating our iOS expansion. The InMobi Advertising team’s expertise in SKAN, data-driven strategies, and their precision in targeting our potential users has helped us acquire high-value users at scale. They have been a fantastic partner in driving incremental growth for Domino’s."
Arif Ehsan
AVP – Head of Digital Marketing & Loyalty, Domino's

About Domino's

As the world’s leading pizza delivery company, Domino’s has become synonymous with comfort food, delivering slices of joy for every occasion – be it celebrating milestones, unwinding after a busy day, or sharing a movie-night feast.  

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The Objective

In an increasingly digital world, a significant portion of orders have shifted to the Domino’s mobile app. Identifying untapped potential within high-value iOS audiences, Domino’s aimed to strengthen its iOS user base, increase Average Order Value (AOV), and drive incremental revenue, all while maintaining its seamless, customer-centric experience.
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The Solution

Given the complexities around iOS campaign measurement and optimization on Apple’s SKAdNetwork (SKAN), Domino’s needed a partner with advanced technology and data-driven strategies to foster stronger customer connections and optimize overall marketing efficiency. Thus, it partnered with HiveMinds and InMobi Advertising to leverage InMobi Performance Solutions, drive incremental success in user acquisition and engagement.
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#1: Maximizing Performance with InMobi’s Dedicated SKAN Bidder 

The SKAN campaign began with an exploration phase where the propriety SKAN bidder by InMobi’s DSP identified key traffic, creative, and supply signals, including peak ordering hours, top ad formats, and high-value publishers, to optimize bidding and delivery. Further, intelligent campaign ID structuring and conversion value mapping enhanced granularity of postback signal, improving measurement and optimization. By strategically boosting install volume, the bidder surpassed SKAN’s privacy threshold, unlocking richer postback data for deeper performance insights. 

#2: Boosting ROI With Hourly Budget Optimization 

Leveraging the exploration phase data, the ML-powered audience builder by InMobi’ DSP identified key demographics and their peak purchasing times on the Domino's app. Utilizing its smart dayparting feature, InMobi’s DSP allocated higher budgets during these optimal hours, enabling maximum bids when the target audience was most active. This strategic approach enhanced ad effectiveness and improved conversion rates.  

#3: Timing It Right – Capitalizing on Festivities and High-Demand Occasions

To maximize the campaign’s impact, creative refreshes were aligned with key festive and high-demand occasions, ensuring relevance and resonance with customers. The creative messaging focused on encouraging action by promoting offers on the new pizza range. Campaign was strategically timed, with higher budgets allocated during these peak periods to capitalize on increased order potential. This approach enabled Domino’s to effectively engage high-value iOS users and drive significant results. 

The Results

InMobi Advertising’s expertise in SKAN and tailored campaign strategy delivered outstanding results for Domino’s. By aligning campaign with festive periods and increasing budgets during peak demand, Domino’s successfully engaged high-value users, driving incremental growth while strengthening customer connections.

427K+
New iOS Users Acquired in a Year
32%
of First Purchases Surpassed the Average Order Value Expectation
41%
Average Install-to-purchase Rate

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