Challenge
A video content distribution company faced the challenge of effectively promoting new titles. Standard advertising campaigns, while generating some interest, often failed to reach potential audiences, resulting in low conversion rates and budget overspending. The lack of precise targeting and personalized messages made it difficult to maximize reach and engagement around new content.
Action
- Audience segmentation and behavioral data analysis
The company created detailed user groups based on their preferences and the content they had recently viewed. - Personalization of messages
The iPresso system automatically generated a variety of ad variants, tailoring the text to a specific audience segment. Thanks to the use of Vertex AI, users were shown news that was most likely to interest them. - Sending personalized emails with recommendations
The company sent emails to users with dynamically changing content, taking into account individual preferences. - A/B testing
The company conducted continuous testing of different ad and message variants to identify the most effective strategies and optimize the budget on an ongoing basis. - Monitoring results
The system analyzed the effectiveness of individual campaigns in real time.
Results
- The click-through rate in advertising campaigns increased by 22%.
- Due to better targeting, user acquisition costs were reduced by 13%.
- The number of subscriptions increased by 16%.
