Streaming Video Network

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A leading video entertainment network featuring full length movies, TV shows and original programming.

Objectives

The client approached Direct Agents in 2015, looking to drive customer acquisition and increased user engagement through programmatic strategy and media.

Goals

Acquire new viewers at scale and within a specified eCPA

Increase overall engagement and LTV of existing user base

Turn dormant mobile app installs into active video viewers

Process

Direct Agents utilized a combination of Prospecting, Retargeting and Reactivation to acquire new customers across multiple channels, including video, mobile and desktop, with an overarching framework around data capture, targeting segmentation, and finally execution & optimization. For data capture, we gathered on-site data and CRM ingestion, determined who the likely converters were, and established a base layer for prospect modeling by analyzing site/app behavior to identify intent signals. By attaching bid priority to 1st party data based on recency, time on site, and content consumed, we began strict segmentation protocols for re-engagement. We also pre-defined relevant intent signals, such as browsing behavior, keyword contextual, in-market segments, affinity segments for acquisition layering. The last step was execution and optimization. Through controlled microbursts, Direct Agents tested numerous line item iterations, assessed profitability by identifying top segments, and finally isolated and scaled by filtering inefficiencies and amplified best performing targets.

Results

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