F1 TV: mobile app install campaigns that beat target by 300%

The brief.

F1 TV is a subscription service for race streaming and on-board car data, available through monthly and annual plans.

Programmatic advertising was generating fewer installs than paid social. The team needed to increase install volume while keeping acquisition costs competitive.

What we changed.

Reviewed audiences and conversion paths
Analysed the existing campaigns and how different fan groups progressed towards an app install.
Understand the route to an install
1. Fan group
2. Campaign
3. App install
Expanded campaigns and placements
Reworked campaigns across Performance Max, DV360, YouTube and connected TV, with audience-specific messages and additional placements.
Expand the relevant placements
1. Performance Max
2. DV360
3. YouTube
4. Connected TV
Introduced custom bidding
Wrote bidding algorithms based on audience behaviour and compared their install performance with the platform’s standard algorithms.
Compare bidding approaches
1. Standard algorithms
2. Custom bidding
↓Compare app installs

The results.

F1 TV project results
Measure	Result	Context
Vs install target	+300%	App installs came in 300% over the targets set for the campaign.
From custom bidding	+200%	Reported install increase from custom bidding compared with the standard algorithms.
To the annual target	3 months	The full annual install target was achieved in just three months.

The target comparison and custom-bidding comparison use different baselines. Installs are not paid subscriptions or subscription revenue. Results from this project are not a forecast for another business.

What followed.

The brand went on to double its programmatic budget to a seven-figure annual investment - and raised its expectations for what the channel could deliver.