SonyLIV partners CleverTap to improve user experience with video push notifications
MUMBAI: Over the top (OTT) platform SonyLIV has said it is leveraging mobile marketing platform CleverTap’s technology to bring the power of rich media to its push notifications. SonyLIV’s latest update will allow users to view video previews in push notifications, even on a locked screen.
With deep linking that directs them to the appropriate content, SonyLIV aims to provide users with a seamless video viewing experience. The results have been exciting so far, with 3x higher click-through rates (CTR), increased session durations and higher than average view times.
By leveraging CleverTap’s industry-first Psychographic Segmentation feature, SonyLIV is able to process millions of data points across its entire user base to determine predominant interests of the audience. SonyLIV establishes an effective match between the videos on the platform and each user’s preferences by determining the users’ propensity or affinity towards a specific category over others. Thus, each user receives contextual and relevant videos.
With CleverTap, SonyLIV gains user-level insights based on past and real-time in-app behaviour. Using hyper-personalised, timely user engagement campaigns, SonyLIV is able to update users on the latest content added, inform them of live events, encourage paid subscriptions, and win back dormant users.
SPNI Head – Digital Business Uday Sodhi stated, “SonyLIV is a pioneer in the OTT space and was the first VOD platform to be launched in India. At SonyLIV, we have been pushing the boundaries in the OTT space. 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.”
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 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 personalised, incredible experiences for customers.”