Case Study | Mobile App Retargeting
Acquire and Re-engaged Users Driving Free Trials
Company Overview
TeleStreamer is a subscription-based streaming service
TeleStreamer is an American premium television network. Its programming primarily includes theatrically released motion pictures and original television series.
TeleStreamer’s daily schedule includes awardwinning original series, hit movies, actionpacked sports, and more.
Challenge
• Drive past subscribers to try the service for free.
• Achieve retargeting eCPA per free trial of $25 or less.
• Maintain UA eCPA per free trial of $30 or less.
Solution
• Identify user segments and build funnels around postback events to indicate highly-engaged users, across different recency periods (7/15/30 days).
• Target users who have shown interest and subscribed to Showtime in the last 15 days.
• Reactivate dormant high-value users who have shown activity in the last 7/15/30 days (converted and non-converted users).
• Retain existing users by targeting users whose plan is about to finish and offer them the opportunity to renew their payment.
• Perform creative A/B testing to achieve higher click and conversion rates and better match creatives to consumer interests.
Results
Through creative testing and strategic targeting, we achieved the eCPA goal for re-engaged users while also scaling ongoing UA efforts and spending incremental budget other partners were unable to spend. Tests focused on vetting and fine-tuning creatives were effective, illustrating that creative optimization was a key factor in campaign success.
• Achieved retargeting eCPA of under $25 in the first week of the campaign
• Scaled ongoing UA campaign and achieved goal eCPA of under $30 incrementally.
• Reached target CPA KPIs
