DIRECTV CASE STUDY
Get more subscribers
THE STRAIGHT LINE THINKING
Product – streaming movies and TV shows
Strategy – real-time bidding, dynamic campaigns, creative program approaches
Conversions up 7x
get campaigns up and running as quickly as possible
run a complex tapestry of campaigns centered around different subscription services
promote awareness and distribution of the service, subscriptions, trials, and signups
We eventually got 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.
In addition to rolling out dozens of new campaigns (delineating along movies, shows, telenovas, seasonal sporting events, general keywords, and branded keywords), we also rolled out English and Spanish and desktop and mobile versions to canvass the entire addressable market.
We 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
Before DIRECTV brought us on board, they were struggling with voice and market share. After establishing our partnership, we found ways to effectively and prudently leverage their budget, resulting in a commensurate increase in ROI.
Additionally, because we significantly expanded their display and remarketing efforts, their conversions actually increased more than 10 times over. We brought their conversion rate from around 0.5% to a much healthier 4% range. Through these efforts, we were able to get CPA rates more than sustainable and get CPA to be far less than customer lifetime value, which helped us hit the home run we were after so they could scale predictably.
Found effective means of spending a
budget that was 5-6x larger than it was when
we first started working with DIRECTV
Increased impressions by
more than 10x
CTR went from sub 1%
to over 2.5%
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