How MiQ helped MX Player drive better engagement and personalization in 2 weeks
Brand Introduction
MX Player is an Indian video streaming and video on demand platform developed by MX Media & Entertainment. It has over 280 million users globally. The platform currently operates on an ad-supported model and has a streaming library of over 150,000 hours in 11 languages.
Objectives
MXPlayer, a prominent OTT platform, required a partner to build out a dynamic creative strategy for promoting its reality show Lock Upp using personalised and dynamic creatives.
It was promoted as India’s biggest reality show and thus, MX Player, wanted to churn out a personalised creative strategy to drive higher user engagement post show launch. They needed a partner who could help plan and execute this in time for the launch of their show
Plan of execution
MiQ was able to reach Google audiences (Affinity & Category) programmatically to create precise audience segments for the client.
Audiences having interests in various domains like reality shows, romantic films, cooking enthusiasts and many more were shown creatives according to their interests.
Execution
MiQ utilized its in-house DCO capabilities to deliver multiple different messages for various contestants to the audiences according to their interests, dynamic rules were set up for each contestant creatives.
For example, the users interested in Reality & Celebrity Talk shows were shown creatives with captions like: ‘Celebrity in lockup – isse badi new kya hogi?’
Whereas a user interested in Comedy Shows were shown creatives with caption like: ‘Kya mazaak karna pad jayega bhaari?’
- Identified 26 key audience and 35 content segments based on their TG’s interests
- Churned out 180+ combinations in a span of 2 weeks using DV360’s ad canvas focusing on the contestants
Results
MiQ helped MX Player to reach over 20+ mn people, build 25+ audience and content segments and churn out 180+ dynamic creatives in a span of two weeks.
- 75% higher click-through rates & engagement
- 20m+ overall reach
- 180+ dynamic creatives produced
Pawrush Elavia, Head of Growth MX Player talks about the campaign, “For Lock Upp we wanted to test different creative messaging for different contestants targeted to different audience groups. For this we used the DCO solution from MiQ which helped us automatically to swap contestant images and creative headlines based on targeted audience groups dynamically. We had more than 180 creative variants resulting in 1.75X times better performance than other creatives.”
