DIRECTV CASE STUDY
Get more subscribers
THE STRAIGHT LINE THINKING
Product – streaming movies and TV shows
Strategy – real time bidding, dynamic campaigns, Zero Moment of Truth approach
Conversions up 7x
getting campaigns up and running as quickly as possible,
running a complex tapestry of campaigns centered around different subscription services
promote awareness and distribution of the service, and to promote subscriptions, trials and signups.
We eventually set into a healthy rhythm of drafting up rounds of ads for their compliance team to review and approve. Once we got the green light, we would quickly implement them on our end.
In addition to rolling out tens of new campaigns, delineating along movies, shows, telenovas, seasonal sporting events, general keywords, and branded keywords, we also rolled out English/Spanish and desktop/mobile versions to canvass our entire addressable market.
We also helped them expand in the areas of remarketing and display, making smart and prudent use of their approved budgets, and carving increased mindshare among their intended audience.
Getting very creative, we also ran Zero Moment of Truth programs centered around paid search for instant moment driven consumer needs for real-time soccer events
When DIRECTV first brought us onboard, they were struggling with share of voice and market share. After we jumped on board, we found ways to effectively and prudently utilize the larger budgets that they were then approved for, with a commensurate increase in ROI.
Additionally, because we significantly expanded their display and remarketing efforts, their conversions actually increased by more than 10x. We essentially brought conversion rate from a paltry 0.5% range or so, to a much healthier 4% range. Through these efforts, we were able to get CPA was more than sustainable, CPA was far less than customer LTV, which help us hit the home run we were after, scale with predictability!
Found effective means of spending a
budget that was 5-6x larger than it was when
we first started working with DIRECT
Increased impressions by
more than 10x
CTR went from sub 1%
to over 2.5%
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