Viewster claims mobile app install uptick from DRTV campaigns

DetailsJoseph O'Halloran | 10 July 2015

The Viewster online video service is to replicate in the US its German marketing campaign that has seen it produce a significant spike in installs of its second-screen app.

Viewster 1Free, supported by advertising and available to stream on desktop, mobile and smart TV apps, Viewster describes itself as a first-stop destination for anime lovers, featuring a line-up of the latest shows directly from Japan. Its wider catalogue brings the best of specialist shows and movies, with more than ten thousand titles across anime, thriller, sci-fi and fantasy.

With the US campaign, with Quaid Media in charge of creative and media buying, the company aims to grow its audience with new users and promote unique features in the Viewster mobile apps. The direct response TV campaigns are optimised to drive mobile app installs as an instantly measurable result. The campaign objective is to give the TV consumer an interesting, alternative programme on the second screen and convert that into the first screen.

The 2014 campaign in Germany resulted in as many as ten thousands of installs per day during one month. Taking advantage of the campaign's effectiveness, the company subsequently ran similar campaigns in the UK, Australia, Switzerland and Austria. The German spot was produced by Vertigo Media with the following media optimisation handled by Media Plan.