Airtel TV’s ‘Digital-First’ Strategy Pays Off: App Installations Up By 57 Per Cent In A Month

A case study by Google reveals, Bharti Airtel, using a digital-first approach to relaunch the Airtel TV live stream content app and were able to engage a wider audience, reports the television post.

Google conducted a case study on the successful use of the video-sharing website, YouTube by various brands. The study revealed Airtel Digital’s strategy of understanding its user base, via which, they built a campaign which ensured right audiences used proper channels to connect with the company.

Using the YouTube campaign, Airtel TV’s monthly app installations boosted by 57 per cent. Furthermore, there was a 20 per cent decrease in cost per impressions as well as a 75 per cent increase of high-value users targets.

The app also saw a three times rise in monthly active users. The app also experienced increase by half in the streams per year as well as 38 per cent improvement on cost per stream.

Airtel’s all-around digital campaign put massive prominence on TrueView for Action, Programmatic Guaranteed, and Universal App Campaigns by YouTube. They used effective ways to build consideration for the app by personalising the messaging for their users placing YouTube’s extension to search, along with Custom Intent Audience.

Airtel was also able to reduce on cost, by taking advantage of the Programmatic Guaranteed, through which they were able to reserve media inventory directly with the publishers and boost their reach with more efficiency. The company, using a variety of digital touchpoints were able to find a way to be relevant to their audience and convert attention to action.