24%
Improvement In Cost Per Install Efficiency
41%
Lower Cost Per Hour Spent
574%
Increase In Revenue
BACKGROUND
Local Now is a free streaming app that provides access to local news, weather updates, and thousands of free movies and TV shows. The app is available in the US via Smart TVs, Connected TV Devices, Mobile, and Desktop, and is owned by Allen Media Group.
OBJECTIVE
Local Now’s goal was to improve overall brand awareness, drive user acquisition and deliver user retention.
EXECUTION
Using CTV was one of the key tactics to grow the presence for the Local Now brand. Our strategy was threefold; Attention, Acquisition, and Retention in order to meet KPIs.
ATTENTION: BRAND AWARENESS AND REACH
Overall, a full funnel strategy was utilised to increase Local Now awareness and push users down the funnel; the aim was to reach streamers and cord cutters across TV environments.
ACQUISITION: DRIVING INSTALLS
As the largest marketing priority for the brand, Acquisition consisted prospecting new users based on interest and behavioural targeting to drive installs. Delivering installs was vital to enable deeper audience targeting as it enabled a ‘pool’ of audiences from which look-a-like audiences could be developed.
RETENTION: ENSURING APP USAGE
Retention efforts were grown since the start of working with Local Now. The scalability of this tactic fluctuated based on user behaviour and user acquisition scale.
CAMPAIGN HIGHLIGHTS
- Native display campaigns ran on OTT via Roku and Amazon Fire TV, targeting audiences such as movie lovers, competitor apps, and news enthusiasts
- After exposure to a brand video, respondents associated Local Now as a go-to for streaming free movies and showed a +4% increase in brand favorability
- Creative formats and placements such as high impact banners raised the discoverability of Local Now
Results
The efforts put in by our team were rewarded well. The campaign led to:
- A 24% improvement in cost per install effeciency
- Lowering the cost per hour spent on the Local Now app by 41%
- A 574% increase in revenues for Local Now
Apart from delivering against KPIs, other achievements include:
- An expanded scope of work to include other products within the brand portfolio
- Building a trusted relationship with Local Now, enabling the testing of new channels
