Babbel · B2C · language learning app
Buy lots of cheap cable TV spots and track the traffic jump after each
Plays out really well, guest says; no numbers
Workedoffline-adsanalytics-attribution
What they did
Buy linear (cable) TV broadly: a large number of spots at very low CPMs. Measure each spot with spike attribution (the lift in web traffic and downloads right after the spot airs) and use it to optimize networks, times of day and channels, much like digital campaigns.
What happened
One of Babbel's best channels alongside radio and podcasts.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Marketing an Award-Winning Language Learning App through Offline Channels — Steven Meyers, Babbel“It's pretty broad, it's the cheaper CPMs, we're buying a ton of spots at very, very low cost, and it plays out really well for us.”
“you can actually measure the incrementality on that for every single TV spot that you run. So you can start optimizing for different channels and different networks and different times of day.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from Babbel
All 10 Babbel tacticsMore from this episode
- Babbel: Buy cheap national radio spots across the whole country instead of host readsCPMs much cheaper than Facebook, guest says; no numbers
- Babbel: Advertise on podcasts alongside TV and radioOne of the three channels that work best, guest says; no details
- Babbel: Try billboards, subway ads and direct mail for an app sold everywhereCostlier with lower reach; only worth it for local businesses
- Babbel: Ask every new user where they heard about you, and combine it with other modelsLets Babbel judge offline channels like digital ones; no numbers
- Babbel: Skip freemium; ask sign-up questions about their needs, then show a hard paywallUsers feel ready to buy without trying the app, guest says; no numbers
- Babbel: Build a web quiz flow too, since half of TV viewers go to your websiteBetter data and earlier conversation than the app; no conversion numbers
- Babbel: Track whether users actually learn, not daily or monthly active usersGuest says meeting user goals keeps them longer; no numbers