Operam’s historical performance audit reveals need for revamped targeting ad audience strategy for a Partner’s new platform.
Leverage the Partner’s IP and first-party data resources to acquire customers at scale for their new streaming app, prioritizing incremental member signups and increased viewership among existing members.
A deep-dive analysis of historical performance data revealed a pattern of inefficient budget allocations that hurt ROI. Given short and rigid campaign flights, platforms were not given sufficient time to optimize their ad delivery, leading to suboptimal results.
As a solution, Operam’s Media Team designed an always-on UA initiative that provided the media continuity necessary for algorithms to optimize their delivery toward key converting audiences. The strategy had three core pillars:
Following an implementation of this insight-oriented evergreen approach, Operam saw CPAs drop by over 55%.