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moTV.eu Evaluates the Success of A/B Testing using Push Notifications During the Olympic Games

moTV.eu, a leading provider of end-to-end OTT/IPTV solutions, today announced the results of its innovative A/B testing using push notifications during the recent Olympic Games. This strategy aimed to optimize how we communicate with users and boost engagement through personalized event offers.

moTV.eu took advantage of the Olympics to test the effectiveness, reach, and audience behavior. Given the high potential for user engagement, these A/B tools were used to gain valuable insights into user preferences. The rich offer of TV content available and the large amounts of data at our disposal made this the perfect time for testing.

Considering these factors, we divided our user base into two equally sized groups, A and B, each receiving different versions of push notifications with various event offers at different times. This approach allowed us to track and gather valuable information from these notifications, including click-through rates and event participation. We were able to determine which offer was more attractive and effective for our users, considering the right combination of timing, event selection, and messaging.

Results of A/B Testing

"I consider A/B testing fundamental to exploring and understanding our end customers, which I see as an essential part of any successful platform. If your platform doesn't support A/B testing with clear data interpretation, I highly encourage you to try ours. It might be that your old platform is what's holding back your growth!" said Jan Slavík, CEO, moTV.eu.

During testing, there was up to a 50% increase in the number of users, driven by factors like event popularity, the right choice of text, and optimal timing. When a push notification was sent to both groups (A and B) simultaneously, viewership increased by up to 30%.

Based on these results, we strongly recommend A/B testing for TV operators. This approach enables:

Identification of Successful Content: Operators can discover which types of shows or content perform better with different target groups.
Program Customization: Program offerings can be tailored according to viewer preferences.
Improved Ad Targeting: A/B testing allows for a better understanding of how different demographic groups respond to ads, leading to more effective campaigns.
Validation of New Strategies: Operators can conduct small-scale tests of new strategies or technologies before a full rollout, minimizing the risk of failure.
Investment Optimization: It helps better understand which investments in content or technology yield the highest returns.

Ready to See the Results for Yourself?

We invite all TV operators to experience the power of A/B testing with our platform. Try it out now and see firsthand how it can transform your viewer engagement and optimize your marketing spend at https://motv.eu/demo