Molotov

The context

Live, replay, on demand.

Molotov is a streaming application that provides access to all television content from any connected screen, in France or Europe.

Since 2020, Addict Mobile has been supporting Molotov in its web and mobile acquisition campaigns.

Issues

The World Cup, a strategic moment to capitalize on.

Manage in-app and website cost per subscription campaigns, while considering the differences in tracking and user behavior in these two environments.

Beyond performance-based acquisition campaigns throughout the year, the World Cup represents a significant opportunity for Molotov. During this period, the application must maximize its visibility to stand out in an intensified competitive landscape that impacts advertising costs upwards.

Strategy

A cross-channel strategy tailored for the World Cup.

The web and mobile cross-channel strategy implemented involves aligning objectives, attribution windows, and targeting based on each environment. Agility is key to optimize budget allocation among the most relevant sources and environments.

As a common thread, we focus our targeting on “cord-cutters,” consumers who cancel their subscriptions to traditional pay-TV services in favor of VOD platforms. To emerge during the World Cup, this targeting is complemented by campaigns targeting live sports programs to generate web and in-app subscriptions.

The choice of campaign distribution moments is crucial. By leveraging user behavior and feedback, we automate the campaigns to be broadcasted during key program moments and before the start of certain events. Additionally, we have integrated Custom Product Pages personalized for specific events to create a seamless user journey.