Canal Digital (Now Allente)
Company Overview
Canal Digital, a Nordic pay TV and internet service provider, was established in March 1997, operating in Norway, Sweden, Denmark, and Finland. From 2003 to 2020, Telenor owned Canal Digital entirely. In 2020, Canal Digital joined forces with Viasat to create Allente, and the merger was successfully finalized on April 13, 2021. For more information, visit the new website at Allente.
Strategic Shift to Mobile Marketing
At the time, the mindset from both the C-suite and previous people who managed Canal Digitals online marketing was that mobile was not something to focus on since “Most people purchase from Desktop”. Disregarding this notion, I made a strategic decision to shift the focus of all future campaigns towards mobile traffic. The outcome was remarkable – despite only 7.2% of the total spend being allocated to mobile, it generated an impressive 24.5% of the total conversions. This shift not only improved efficiency but also showcased the potential of mobile marketing for Canal Digital.
Winning Strategies and Results
Before my involvement, mobile bid adjustments were at a staggering MINUS 80% compared to desktop ads. To turn this around, I implemented practical strategies:
Mobile-Friendly Ads: We made sure our ads were easy to read on mobile, avoiding awkward sentence cutoffs.
Clear Call-to-Action: Emphasizing mobile purchasing in ad previews nudged potential customers to choose this platform.
Simplified Landing Pages: Our landing pages got straight to the point, making it easy for visitors to decide to make a purchase.
Advanced Targeting: Leveraging sophisticated platforms, we targeted the right audience at the right time.
Summary
