[Advertiser Case Study] Increase AD Traffic and Subscribers by Optimizing your Contents effectively
“This year, Genflix had a mission to increase the total subscription by 10 times. Through running campaigns with Dable, many users were able to know about the affordability and completeness of our platform. We found that Dable as a native ad platform was effective in increasing the total number of subscriptions.”
Aart Juliadi — Head of Marketing Genflix Indonesia
Genflix is the first over-the-top (OTT) channel in Indonesia that commercially broadcasts live broadcasts, collection of films, both new films and memorable films that have triumphed in their time. It also produces original shows aimed towards Indonesian children. Genflix is a trademark that is relied on by PT Festival Citra Lestari, and has collaborated with various parties to make it easier for subscribers to subscribe. The portal and application has also been awarded by the Indonesian World Record Museum (MURI 2014).
CHALLENGE: Increase website traffic and lead collection
As more competitors took aggressive approaches in their marketing activities with more promotions and better ads, it was difficult to reach numbers. Hence Genflix needed to focus on increasing website traffic and number of member subscriptions as well as app installments.
SOLUTION: Optimize ad creative and performance
- Use high quality thumbnails: Dable suggested using a thumbnail image from the movie “John Wick”, to attract new users. Known as one of the best action movies, the thumbnail could evoke users to think that Genflix has better movie collections.
- Hook customers with a better title: As the title is the most important element to present what is inside the content, Dable suggested using a title that describes the movie, making the content more informative and elicit clickbait. (Example : “Keanu Reeves Best Action Movie! Watch Now!”)
- Increase Cost-per-click (CPC) by media site: Genflix was using the “Set CPC by Site” option to win the media slot on the recommendation widget. And Dable optimized the ad performance by utilizing this feature. As a result, the impression, viewable impression and CTR increased 4 times higher than before.
✅ Read more about how to use the right thumbnail and title for your ADs
RESULT: Increase in website traffic and number of subscriptions
- 22% increased website traffic only after 1 week since the campaign began
- 2.3 times increased number of member subscriptions compared to before the optimization
- More app installments occurred
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