After the rollout of iOS 14.5’s privacy policy, measuring iOS user acquisition performance and collecting sufficient data for machine learning through traditional media channels became increasingly challenging. This shift prompted NOL to explore a partnership with Appier’s Ad Cloud solution, by launching both user acquisition campaign (AIBID) and an engagement campaign (retargeting) in parallel, NOL aimed to drive new iOS user installs, boosting cross-category sales, and improving ROAS.
To acquire new app installs and drive ROAS, NOL leveraged Appier’s exclusive AI-powered purchase lookalike model combined with contextual targeting to overcome iOS limitations.
How it works :
By leveraging strong contextual signals from finance-related apps like Toss and Hana Money, Appier optimized bidding strategies and achieved early success with over 180% D7 ROAS, 600% install growth, and stable CPI in the post-IDFA era.
Beyond that, by analyzing additional campaigns across NOL’s core verticals — flights, leisure, and hotels — during the same period, we uncovered deeper strategic insights.
Insights we found:
Given these insights, it’s clear that the campaign’s success was driven by a strong understanding of cashback and financial inventory audiences, the application of creative best practices for travel apps, and Appier’s exclusive AI-driven modeling coupled with dynamic bidding optimization, which enabled the continuous acquisition of high-ROAS users at cost-efficient CPI.
After acquiring new users, NOL faced two key challenges in turning installs into further business growth:
Through targeted retargeting and personalized offers, NOL effectively shortened decision windows and encouraged multi-service purchases, resulting in 67% ROAS growth, a 71% increase in view-to-purchase rate, and a 24% uplift in GMV.
To enhance conversion rates and drive personalized ad experiences, NOL leveraged AI-driven dynamic product recommendations.
How It Works:
This AI-driven approach not only improved user experience but also delivered tangible results, driving a 71% increase in view-to-purchase rate.
To drive higher-value purchases and simplify decision-making, NOL introduced location-based bundles and exclusive offers.
From user data we found some insights on high value users:
For these groups, NOL offered tailored product combinations — such as domestic hotel + domestic leisure packages — to increase order value and cross-category sales.
For new download users, incentives like 10% off their first purchase and VIP benefits such as a Gold Class free trial were provided to accelerate their first transaction and encourage broader engagement across services.
By combining smart segmentation with relevant offers, NOL successfully encouraged multi-service purchases, contributing to a 24% uplift in GMV.
NOL’s strong results highlight the value of AI-driven targeting and personalization in the post-IDFA era.
Donghan Shin, Performance Marketing Lead at NOL, shared: “We’ve worked with Appier for more than three years and truly value their AIBID and Retargeting solutions. Aipper's AI-powered contextual targeting has helped us reach high-value users, while personalized content has maximized cross-category purchases — particularly in the post-IDFA environment. Thanks to this partnership, we’ve seen strong, consistent performance across our core product categories. We truly appreciate the collaboration and look forward to achieving even more together.”
With continued collaboration, NOL is well-positioned to drive even greater growth.