Zee5 is an OTT media company and a subsidiary of the US$4 billion Indian media conglomerate – Essel Group. Zee5 offers its tens of millions of users premium HD access to more than 100,000 hours of content through its Android & iOS apps and website, including TV shows, movies, original web series, music and acclaimed plays in 12 languages.
Goal
Zee5 wanted to increase the number of app users who streamed their app through push notifications. It managed to gain more streamers and paid subscribers previously by sending out a “Popular Show” notification before a show started. Seeing massive potential, Zee5 wanted to further enhance this notification in order to boost streaming through its app.
Solution
Zee5 wanted to convey the “popular show” and the following shows in one single notification, in order to provide users with multiple engagement options and have them hooked for a longer time. However, simple text-based notifications were not sufficient because the text required to convey multiple shows needed to be trimmed due to limited space.
Zee5 turned to AIQUA, Appier’s Proactive Marketing Automation platform, to enhance its push notification by using two of AIQUA’s unique creative formats – image preview and carousel formats.
On the lock screen, Zee5’s notification now displayed an image preview of the popular show and the following shows. This rich preview ensured Zee5’s notification stood out on the user’s lock screen.
In the expanded state, the notification is transformed into a beautiful carousel notification with the same content in larger size.
To increase the visual impact of the notification, Zee5 was able to use AIQUA’s Creative Studio to customize the text and the background color.
Result
The “Popular Show” notification sent through AIQUA achieved a 36% increase in click-through rate, compared to the earlier text-only notification that could only display a single show.
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