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Case Study
Pre-Roll Case Study: $53 Cost per Deposit in Indonesia
How a Sports Betting brand hit a 4.6% CTR and a $53 cost per deposit on RichAds' new in-stream pre-roll format.
Period
1 month
Client
Direct advertiser
Goal
Deposits
GEO
IDN
Traffic channel
Pre-roll ads
Client Overview
A regional sports betting and casino brand in Indonesia focused on the football and e-sports betting audience. It’s a direct advertiser (not an agency or CPA network), running its own performance marketing in-house across casino and sportsbook verticals.
Сhallenge
Indonesian sports and e-sports betting is a fast-growing but still price-sensitive market. The client needed volume — enough scale to make a real dent in a crowded market — without diluting deposit quality by spreading budget across low-intent inventory.
The brief was simple to state and hard to execute: grow reach aggressively while keeping cost per deposit predictable and low.
Campaign Setup
Campaign Snapshot
Pre-Roll video (in-stream, skippable) — CPM buying model
GEO: Indonesia (ID) — 100% of traffic
Flight: July 2026, 30 days
Daily budget: ~$827/day ($24,804 total)
Device targeting: Mobile only
Frequency cap: 1 impression per user per day
Tracking: S2S postback (click_id) configured before launch
Creatives: 10 video creatives, tested as isolated campaigns
The account was built around one geo (Indonesia), mobile-only, with a hard cap of one impression per user per day to maximize unique reach. The client prepared four pre-roll creatives, but we decided to expand the test and provide six more custom video ad creatives.
Rather than pre-restricting sources, the team let the algorithm run broad from day one and layered in control mechanisms as data came in:
Automated source blacklisting — sources converting above the target cost-per-deposit threshold were pruned daily without manual intervention.
Whitelist accumulation — top-converting sources identified through the broad run were isolated into a dedicated high-priority strategy.
Micro-bidding by source — bids were adjusted at the individual-source level rather than at the campaign level, avoiding the inefficiency of one blanket bid across uneven inventory.
Isolated creative testing — all 10 video creatives ran as separate campaigns so performance could be compared cleanly, without cross-creative budget cannibalization.
Favorable inventory pricing in Indonesia — a lower blended eCPM ($0.15) than comparable South Asian geos let the same funnel efficiency (CTR, win rate, and reg-to-dep conversion all held steady) translate into a meaningfully lower cost per deposit.
S2S postback tracking (click_id-based) was configured and validated before the campaign went live, so registration and deposit events fed back into bidding decisions from day one rather than after a data-collection lag.
Optimization Approach
Each part of the setup fed into the next: broad targeting produced early signal; that signal shaped daily bidding and blacklist decisions; and isolated creative testing kept those decisions from getting muddied by cross-campaign noise.
We worked to turn a broad, unrestricted launch into an increasingly precise buy, and here’s how we did it:
Broad-then-refine sequencingLaunching without restrictive targeting gave the algorithm a full picture of source quality before any exclusions were made, avoiding premature optimization on thin data.
Daily automated hygiene. Pruning expensive sources every day — rather than weekly — kept blended cost per deposit stable even as volume scaled.
Source-level bidding beat campaign-level bidding. Adjusting bids per individual source captured efficiency that a single blended campaign bid would have missed.
Creative isolation removed noise. Testing 10 creatives as separate campaigns made it possible to identify true top performers instead of averaging out differences.
Results
Over 30 days, the campaign delivered 165M+ impressions, 9K registrations, and 468 deposits.
A 4.6% CTR and a $0.0033 eCPC on skippable in-stream video show that RichAds' pre-roll format can support aggressive volume goals in a competitive vertical like sports and e-sports betting — while holding cost per deposit at a lean $53.00, well inside the advertiser's target range.
