How Magalu increased app purchases by 146% and reduced CPA by 47% with CTV for Apps

Magalu is one of Brazil's largest retail and e-commerce ecosystems, reaching millions of consumers every day.

In 2026, the brand partnered with Rocket Lab to explore CTV for Apps, a solution that connects advertising on Connected TV with measurable mobile app acquisition.

With the World Cup creating moments of high attention on the big screen, Magalu saw an opportunity to reach new audiences and explore how CTV could contribute to its app growth strategy.

goal

Magalu wanted to acquire new users for its app while exploring opportunities to expand its existing media strategy.

Connected TV offered a different way to reach potential customers, but reaching viewers was only part of the objective. The brand also needed to understand whether that exposure could translate into app installs and purchases.

The challenge was to explore CTV as an acquisition channel, measure its contribution beyond video views, and evaluate how efficiently it could bring new users into the app.

rocket lab's solution

Rocket Lab worked with Magalu to implement CTV for Apps, connecting advertising on the biggest screen in the home with measurable mobile acquisition.

The campaign used programmatic, full-screen, non-skippable video ads across more than 30 premium CTV channels, allowing Magalu to reach audiences in a different advertising environment.

To measure performance, the campaign was integrated with Magalu's Mobile Measurement Partner (MMP). This allowed the team to track app installs attributed to CTV and understand how the campaign contributed to user acquisition, going beyond traditional TV metrics such as impressions and video views.

Throughout the campaign, Rocket Lab worked closely with Magalu to monitor performance, identify opportunities for improvement, and optimize the strategy based on results.

This ongoing, consultative approach helped the team evaluate CTV's contribution to the broader media strategy while keeping the focus on acquiring users efficiently.

CAMPAIGN RESULTS

Between June and August 2026, the CTV for Apps campaign showed strong improvements in both app acquisition and purchasing activity.

By August, app installs had increased by 97% and purchases by 146% compared with June, while media investment grew by only 30%.

At the same time, acquisition became more efficient. Cost per install (CPI) decreased by 34%, while cost per acquisition (CPA) fell by 47%.

These results showed that Magalu could increase investment in CTV without acquisition costs growing at the same pace. As the campaign progressed, the brand generated more installs and purchases while reducing the cost of acquiring them.

For Magalu, the campaign demonstrated that CTV could play a role beyond brand visibility. By combining premium video inventory, mobile attribution, and ongoing optimization, the brand was able to reach new audiences while generating measurable results within its app.

The campaign also showed how Connected TV can bring branding and performance together. Rather than measuring success only through exposure on the big screen, Magalu could evaluate CTV's contribution through the actions users completed on mobile.

Get in touch with our team to explore how CTV for Apps can work for your app.