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E-commerce / E-COMMERCE / PHOTOSÌ CASE STUDY

PhotoSì develops seasonality business with the help of incrementality

About our client

PhotoSì is the number one app in Italy for printing photos and creating photo books, calendars, paintings, and prints. In 2006, PhotoSì transformed its business model for the digital age and began selling its products to consumers through a desktop website. The company became a mobile-only service in 2017, marking the launch of Europe’s maiden photo printing app, with millions of users every day.

Apple’s tighter user privacy framework has made evaluating the performance of mobile campaigns on iOS a complicated task. Unless a user explicitly provides their IDFA, advertisers cannot associate them with specific marketing activities and assess if campaigns are truly having a positive impact on the Return on Investment (ROI).

App marketers are now turning to incrementality for more precise insights on the effects of their campaigns and to help them make better decisions about where and when to spend on programmatic advertising.

This was the case with PhotoSì, whose app receives the highest amount of traffic during popular holidays such as Valentine’s Day and Father’s Day. The company was in search of new ways to monitor campaigns during peak and low seasons for no-ID users. In early 2021, the photo printing app partnered with us to run incrementality tests for User Acquisition (UA).

Watch Remerge Real Talk
Episode 2: Optimizing app campaigns during peak and low seasons

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« [Incrementality testing] gives you another perspective of your User Acquisition activity, which you don’t have with a deterministic approach. It’s another way to watch the performance of your campaigns. »

Manuel Mainetti, PhotoSì