Using a full-service agency approach, Direct Agents offers advertisers the ability to engage and target consumers across multiple acquisition channels including programmatic, search, email, mobile, display, video and social. We are performance driven and thrive on the success of our clients.
Data, Strategy, Analytics & Creative – Media & Entertainment
Client: Time Inc.
194c. Other -- Full Service, Omni-Channel Approach to Digital
In September of 2016, Time Inc looked to promote their brand new video streaming network, People Entertainment Network (PEN). The task was to develop and execute a digital marketing strategy to introduce the brand and drive new user acquisition. Specific goals were set for generating app installs at an efficient CPI. The brand needed to prove that consumer demand for this service would justify further investment.
Direct Agents began by conducting extensive audience research and analysis to define the ideal user segments for the brand. A micro-burst testing strategy was implemented in order to determine response rates and high-value targets. Behavioral segments, such as technographic preference (Facebook vs Instagram), mobile types (iOS vs Android), and the most effective creative medium (Video vs Display) were uncovered for efficient scale and targeting implementation. From these data-driven insights, Direct Agents focused on content relevance and performance to guide and optimize strategy for future content releases.
Just within the first 4 months, the campaign drove outstanding results for Time Inc. There were user trends discovered, which spoke to the most relevant content for the ideal PEN audience, thereby, helping dictate & curate the content strategy for the brand.
- Exceeded user acquisition goal by 45%
- Increased user engagement rate by 27%
- Generated a CPI 32% below goal