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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.
Local Now’s goal was to improve overall brand awareness, drive user acquisition and deliver user retention.
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.
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.
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 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.
The efforts put in by our team were rewarded well. The campaign led to:
Apart from delivering against KPIs, other achievements include: