Appier, Supports 'NOL' iOS Marketing.. Drives Increase in Advertising Cost Efficiency and Revenue

Appier announced on the 23rd that it achieved significant results in both advertising efficiency and revenue in the strengthened privacy environment after the iOS 14.5 update through collaboration with NOL, a leading domestic leisure platform.
NOL, which adopted Appier's AIBID and Retargeting solutions, is securing high-value users through contextual targeting and expanding sales across categories with hyper-personalized recommendations.
NOL is accelerating its leap to become a leisure super app by expanding its service areas beyond accommodation to leisure, activities, and airline services. However, the IDFA restrictions triggered by the iOS 14.5 update brought significant constraints on acquiring new users and measuring advertising performance. To address this, NOL utilized Appier's ad cloud solutions, AIBID and Retargeting, to strengthen contextual targeting centered on non-identifiable data and efficiently discover high-value users.
AIBID is an AI solution that can acquire high-value app users on a large scale by precisely analyzing user data and optimizing targeting using Appier's proprietary AI audience model and deep learning technology. Appier combined contextual targeting, which exposes ads by analyzing user interests and usage environments, with finding users with similar characteristics to customers with high purchase potential through AI technology. As a result, NOL effectively secured high-value customers while maintaining stable CPI and achieved an increase of over 600% in installations and over 180% in return on ad spend (ROAS) compared to before.
Additionally, Appier supported the enhancement of NOL's app engagement by maximizing user conversion through Retargeting solutions and continuous optimization. Appier's Retargeting solution is a ROAS-focused solution that maximizes conversion by precisely identifying and segmenting high-value users using AI. Appier conducted targeting based on various customer behavior patterns such as purchase history, usage frequency, app visit status, and product page inflow status, and provided a personalized advertising experience using AI, raising the purchase rate compared to views by 71%. Furthermore, it supported the increase in gross merchandise volume (GMV) by inducing cross-purchases through location-based bundle products and exclusive benefits.
Dong-Han Shin, NOL's performance marketing leader, said, "Through Appier's AI solutions, we were able to not only maintain stable CPI but also target high-value users more precisely and promote cross-category purchases," adding, "As we continue to maximize ROAS in the post-IDFA era and achieve continuous results, we will continue to work with Appier to further enhance our marketing capabilities and create greater growth."
Bo-Hyuk Lee, head of Appier Korea's ad solution sales, said, "Through collaboration with NOL, we once again proved how much value AI-based targeting and personalization can create in the travel and leisure industry," adding, "Appier will continue to actively support NOL's journey to grow into a leisure super app through continuous AI innovation."

solidkjy@fnnews.com Ja-Yoon Koo