Mobile marketing platform CleverTap is partnering with SonyLIV to launch video push notifications which will make SonyLIV the first video streaming platform to do so.
This will allow users to view video previews in push notifications, even on a locked screen. The company will leverage CleverTap’s Psychographic Segmenation feature to process millions of data points to improve the content recommendations.
So far, it has seen a three time increase in click-through rates (CTR), increased session durations and higher than average view times.
Uday Sodhi, Head – Digital Business, Sony Pictures Network India, said, “Being able to promote the most relevant content at the right time to the right user, through video, is something we are excited about. With the rise in the use of iPhones and the ability to use rich media, we can make push notifications more intuitive, and each campaign more compelling to the end user. This will help us effectively engage our users and deliver the best possible customer experience.”
This partnership would also allow SonyLIV to gain user-level insights based on past and real-time in-app behaviour. Using hyper-personalized, timely user engagement campaigns, it can then update users on the latest content added, inform them of live events, encourage paid subscriptions, and win back dormant users.
Sunil Thomas, CEO of CleverTap, said, “As OTT changes media consumption patterns from prime time to anytime, context and relevance is critical. We’re excited to work with SonyLIV on their innovation roadmap to help them make content more accessible and relevant.”
With Psychographic Segmentation, some customers have seen conversions up to 5x higher versus sending non-contextual messages. With smart use of data-science and machine learning, we feel confident that SonyLIV can effectively create highly personalized, incredible experiences for customers.