Hi! Welcome to the Insider Advertising daily for October 20. I’m Lauren Johnson, a senior advertising reporter at Business Insider. Subscribe here to get this newsletter in your inbox every weekday. Send me feedback or tips at [email protected]
Today’s news: Edelman’s revenue rebounds, how WarnerMedia markets HBO Now, and new data about YouTube’s most-popular videos.
How HBO Max’s marketing team works to turn free-trial users into paying customers and prevent cancellations
- Ashley Rodriguez looked at how WarnerMedia is promoting HBO Max with seven-day free trials in the crowded streaming space.
- Christine Miller, director of campaign management for HBO Max, said that free-trial users who watch multiple shows and movies, and those who watch on more than one device, are the most likely to become paying subscribers. She uses push and email notifications to encourage people to open the app as soon as they register for a free trial.
- The content of the messaging changes based on what people watch. Someone who watches Selena Gomez’s cooking show “Selena and Chef” may get recommendations for other young-adult shows like “Love Life” or “Friends.” Someone who can’t decide what to watch might get an email that shows different movies and series on the platform.
More stories we’re reading: