Commerce Growth helps Milanuncios drive more lifetime value

Milanuncios is a leading online classifieds website and app where users can safely sell and buy second-hand products, including everything from home decor to electronics, property, and cars. The company exists within the Adevinta Group, which, after acquiring the eBay classified group in June 2021, has become one of the world´s leading online classified ads group.

To achieve greater company growth, Milanuncios wanted to expand their web-based business to include app-first experiences that would resonate with a younger and digital savvy audience.

Milanuncios teamed up with Criteo to launch a two-pronged campaign approach to generating app growth. First, the collaboration focused on acquiring new and high-value users, providing them with a more modern in-app brand experience. Second, the collaboration honed in on retaining Milanuncios’ existing customers to increase user lifetime value and create long-lasting relationships with the brand.

Skyrocketing app traffic, both in number and value

Given Milanuncios and Criteo’s history of positive results from previous retention and retargeting campaigns together, it was only natural to adapt their partnership for new trends and ambitions. In this sense, the partners agreed on an app first strategy that focused on improving app engagement and retargeting previous users to drive app installs. A full funnel approach provides a strong architecture to engage audiences. But how is it built?

Strategies such as retargeting a high-intent, in-market audience allowed Milanuncios to show their ads to an increased number of users based on their interests and affinities for specific brands and products that they were already actively browsing. The relevancy of the ads was greatly benefited from this high-quality audiences, and created an opportunity to adapt creative ad solutions based on Milanuncios’ top selling products and categories encouraging website users to install the app. As a result of the partnership, Criteo helped Milanuncios increase their customer lifetime value, targeting consumers who installed the app based on their interests and affinities to convert and reengage them.

“We are not only achieving our App growth goals, but also overperforming against our app install or app daily active users historical records several times over. I’m happy to say that the cost per install achieved by Criteo’s audiences is 20% lower than the average that we obtain with other channels. Moreover, this cheap acquisition cost hasn’t penalized the engagement of these installs, as the lifetime value extracted from Criteo’s acquired users is 30% higher than the average from other channels,” commented Alejandro Piriz Acosta, Performance Marketing Specialist at Milanuncios.

The numbers speak for themselves. A year ago, the app traffic represented only a third of Milanuncios’ total traffic. However, today their app traffic already represents half of all the visits that Milanuncios receives every day.

What’s in the cards for the brand following the success of this campaign? Backed by improved app engagement, increased app installs, and stronger customer retention, Milanuncios now seeks to continue strengthening their customer base and reaching new customers. The open internet is the ideal space to reach new and high value users, something that can be done through a deeper acquisition strategy that allows stronger and more relevant interest-based campaigns. Additionally, Milanuncios wants to continue boosting their brand perception while maintaining exceptional performance through a combination of retention campaigns with video creative.