Campaign Goal: New subscriptions +1 or more movie purchases
Challenge: The pandemic radically changed the video consumption habits of millions of viewers. Rather than watching regular TV channels and shows, viewers are binge-watching movies. To benefit from this change in behavior, a media company needed to promote its video-on-demand service.
Audience: VOD (TVOD) watchers
Targeting Strategy: Digiseg research revealed that VOD is preferred by younger, more tech-savvy audiences who live in urban areas. Because there is a cost to watch each movie, affluent households were key targets.
Tactics: Composition: Lifecycle A,B,C + Tech level B,C + Income B,C,D,E + Neighborhood B,C,D
|Impressoins||CTR||Lift In Subscriptions||Lift In single movie rentals|