9Now is a premium Australian destination for live streaming and on-demand video content from the network’s TV channels. 9Now content is consumed via mobile and connected TV apps, and has over 13 million signed-in users registered for its free advertising-supported service across Australia.
9Now strongly focuses on driving audience growth and engagement to increase the amount of time spent on the platform. Increasing the volume of video content users watch increases the amount of advertising that is served.
Without being able to connect in-app activity to ad performance across the user journey – from 9Now ad to App Store to app to video play – the team faced difficulties measuring the success of specific marketing activities. In addition, the marketing team was unable to scale audiences cost-effectively or consistently.
- 3x increase in trackable conversions
- 35% increase in app installs