Video On Demand: 13% Lift in Subscriptions & 29% Movie Purchases
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.
Composition:
Lifecycle A,B,C + Tech level B,C + Income B,C,D,E + Neighborhood B,C,D
Results:
| Impressoins | CTR | Lift In Subscriptions | Lift In single movie rentals |
|---|---|---|---|
| 667k | 0.47% | 13% | 29% |
