Customer Acquisition - Media and Creative Strategy
In this article, I presented a comprehensive framework of user acquisition that connects performance data with channel strategy, creative development, optimization, and reporting. I walked through how I will be leveraging SANs to get predictable scale, DSPs to incrementally drive efficiency, preloads in order to get long-term LTV, and affiliates to selectively make traffic diversification. Personas-based creative around moms, dads, and caregivers are used to enable ads that feel and appear native and relevant. Also, campaign structuring leans on dayparting and geo segmentation in order for them to align with real family behaviors. Showing how success is measured-whether through retention, engagement events, trial starts, and subscriptions-drives home the point: profitable scaling will be observed only if such scaling focuses on user quality and early activation signals rather than just CPI. I underlined this point by walking through how I would optimize channels, creatives, and events to improve long-term revenue.
Critical Points:
Channel performance is determined by traffic quality, not cost.
Persona-based creatives increase relevance and event completion.
Targeting strategy fits with the actual usage patterns
Early activation events predict long-term revenue
Reporting cadence supports fast iteration
The UA strategy to drive sustainable and profitable growth shall focus on channels and creatives that consistently deliver high-quality users, meaning those who retain early, engage with key in-app events, and convert to trials and subscriptions. This will entail more investment in clean, high-retention DSP traffic; scaling proven placements; expanding persona-based creatives; optimizing toward higher-value events; and strengthening Day 1-7 activation to increase LTV.
True scale comes not from the lowest CPI but from user cohorts that demonstrate strong early engagement, since these are the best indicators of long-term revenue and subscription conversion.