Zee5 Achieves Higher Retention and Conversions with RevX’s Programmatic Platform

The Challenge

Zee5, India’s leading OTT app, needed to increase user activation and engagement, drive more conversions from high-intent users, and optimize its cost per acquisition. They found their answer in RevX. RevX’s proprietary audience intelligence engine and creative optimization tool helped Zee5 achieve maximum performance by running and optimizing the retargeting campaigns to the needs and preferences of the modern user.

The campaigns aimed to earn users’ attention and loyalty by offering them personalized and extra- relevant content that they would want to consume for longer and more often. By promoting premium entertainment options that the users crave, Zee5 increased its “stickiness”.

About RevX

RevX helps app businesses acquire and re-engage users via programmatic advertising to retain and accelerate revenue. They are all about taking a brand’s app business to a new growth level! RevX helps brands build sound mobile strategies, combining programmatic UA, app re-engagement, and performance branding to drive real and verifiable results so a brand can scale their business: with real users, high retention, and incremental revenue.

RevX relies on data science, innovative technology, AI, and a skilled team, to create and deliver seamless ad experiences to delight your app users. That’s why RevX is the ideal partner for app marketers that demand trustworthy insights, a hands-on team, and a commitment to growth.

Objectives

• Effectively re-engage and activate their user base and boost engagement
• Drive more conversions from high-intent users
• Optimize its Cost Per Unique View (CPUV)

Solutions

Zee5 achieved maximum performance by leveraging RevX platform’s proprietary audience intelligence engine and creative optimization tools to run and optimize the retargeting campaigns. This approach resulted in better user retention and an increase in monthly conversions.

Campaign setup and optimizations

Results summary

The campaigns targeted different audience segments: users that had installed and opened the app in the past three days as well as users who were actively consuming content in the past seven days.

Audience intelligence and supply optimization:

To attract quality and high-value users to spend more time in the app, RevX ran a multifold approach using App Intelligence and Audience Intelligence. App intelligence allowed Zee5 ads to run on quality inventory, while Audience Intelligence facilitated building a quality targeted audience.

The campaign was fully reliable on mobile programmatic advertising and used access to top-quality inventory. RevX a is fully integrated programmatic ad platform with all leading global and local suppliers and enabled Zee5 to access premium and completely non-incentivized in-app inventory of popular Indian apps, reaching over 300M users in over 550K verified apps across India.

RevX’s programmatic platform was optimized to run specific Data Science models for these campaigns that focused on using ad formats such as Native, Display, Interstitial, and Video formats to target users with high conversion probability. The bidding model prevented bidding on users when the conversion probability was low, maximizing the budget usage only on very high intent users.

A personalized targeting approach allowed us to customize the ad creatives used in each ad set. The ads became more attractive to users by catering to their individual preferences and making it easier to discover content more to their liking.

Creative innovation:

The campaigns were run with creative innovation in mind, both in the formats used and, in the technology, and visuals applied. RevX’s creative engine delivered personalized ads tailored for each user across formats such as video, banner, native, and interstitial to engage users most efficiently.

Throughout the campaign, RevX was able to identify the best performing ad formats and automatically optimized the campaign budget resulting in better performance and brand resonance with the users. We performed quicker A/B testing by effortlessly iterating new concepts and creative formats to improve performance and generate insights that informed future ad creation.

Results

As a result of this partnership, Zee5 had a 14.8x increase in Unique Ad Views and a 3.88x drop in Cost Per Unique View — all while achieving a stunning boost in engagement and reducing user churn.

Results summary (Nov 2021 to May 2022):

• 16X increase in monthly conversions.
• 8X increase in Client’s Unique Ad Views.
• 88X drop in Cost Per Unique View (CPUV).