Indian over-the-top service SonyLIV has partnered with mobile marketing platform CleverTap to offer rich media-enhanced push notifications.
Using CleverTap’s technology, SonyLIV lets viewers watch video previews in push notifications, even on a locked screen – a move that CleverTap claims has produced a three-fold increase in click-through rates.
SonyLIV is also offering contextual and relevant videos to viewers based on their preferences and interests by using CleverTap’s ‘Psychographic Segmentation’ feature.
“Being able to promote the most relevant content at the right time to the right user, through video, is something we are excited about,” said Uday Sodhi, head of digital business at Sony Pictures Network India.
“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.”
CleverTap CEO, Sunil Thomas, 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 five-times higher versus sending non-contextual messages. With smart use of data-science and machine learning, we feel confident that SonyLIV can effectively create highly personalised, incredible experiences for customers.”