onX · B2C · outdoor GPS map apps
Advertise where you can target by interests, and try lots of video ad networks
Many third-party display video networks failed; a few found the customer
Mixedpaid-social
What they did
Because a niche audience is hard to find, focuses on channels with strong affinity data (interest targeting, lookalike audiences, hashtags): TikTok, Facebook, Google, YouTube, plus search where people have a direct need. Tested many third-party display/video networks; kept the few whose algorithms could find the customer. Relies on a strong creative team to run many tests quickly.
What happened
Many third-party display video networks didn't work; a few did.
In their words
Sub Club by RevenueCat · Channel Experimentation and the Tiktokification of Video Ads — Ryan Watson, onX“The channels that work best are ones where you can target via interest. You can target via lookalike audiences. You can target via hashtags.”
“we have tested many, you know, third-party display video networks. Many didn't work. But, you know, we found a few that their algorithms were good enough to find our customer.”
Related topics
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More from onX
All 14 onX tacticsMore from this episode
- onX: Sell the maps on SD cards in hunting stores first, then use that money to build the appSold out right away in Montana; buyers asked for other states; funded the app
- onX: Name the company after what people type into Google, like huntinggpsmaps.comGuest says it worked well and fueled early growth; no numbers
- onX: Write helpful hunting articles so readers can be shown ads laterBrings some direct sales, but mainly fills the retargeting audience; no numbers
- onX: Try Snapchat and TikTok ads even if you think your customers aren't thereSnapchat brought customers and still gets spend; TikTok became a great channel
- onX: Have your marketers film their own low-budget TikTok adsSome of the team's self-made ads were among their best; no numbers
- onX: When a short video ad works, run it on every channel and tweak it for eachShort lo-fi video generally does well everywhere, with small per-channel differences
- onX: Pay hunting influencers for content and loyalty, not just promo-code salesGuest says it helps retention and supplies ads, blog and site assets; no numbers
- onX Hunt: Give top-tier members deals from partner brands, like $200 off dog trainingMeant to lift upgrades and keep members longer; no numbers shared
- onX Hunt: Lead ads with the one feature everyone talks about, then teach the restLand ownership maps are the easiest way in; no numbers
- onX: Use push and in-app messages to teach new users the features that matterGuest calls it a huge part of their marketing; no numbers
- onX: Send people you retarget to buy on your website, not in the appKeeps about 30% more revenue per sale; install ads still drive most acquisition
- onX: Test free trials that turn into paid plans unless people cancel
- onX: Judge a new ad network by whether sales grow while conversion rates holdFormal incrementality tests with some partners came up short for a niche audience
- onX: Build a separate app for each hobby instead of one app for everyoneSome cross-sales between apps, but small; no bundle yet