Driving OTT Growth: Performance Marketing That Scaled MYCO's App Engagement Across MENA

MYCO — a fast-growing OTT platform offering sports, entertainment, and creator-led content — was ready to scale user acquisition and in-app engagement in the MENA region. I led the performance marketing efforts across Meta, Google, and YouTube, focusing on full-funnel execution: app installs, account signups, and watch-time events. The campaigns contributed to a successful product push during the FIFA World Cup, driving millions of impressions, high-value installs, and ongoing content consumption from new users.

Service Areas:
✅ Meta & Google Ads
✅ App Install Campaigns
✅ Content-Specific Targeting
✅ World Cup & Event-Based Promotion
✅ Funnel Optimization (Install → Signup → Watch)
✅ Analytics & Audience Insights

📌 The Challenge

With an expanding library of sports, shows, and exclusive content, MYCO needed to:

  • Scale installs and signups during content surges (e.g. live sports events)
  • Reduce Cost Per Install (CPI) and signup drop-offs
  • Optimize creative performance across multiple content categories
  • Ensure users didn’t just install — but watched content and stayed active

The OTT space is crowded — so the campaigns had to stand out, speak to fan interests, and lead with content hooks.

🧠 My Approach

I built a performance campaign strategy aligned with both MYCO’s tech stack and content calendar:

  • Mapped a full-funnel user journey from impression → install → signup → watch event
  • Used Firebase and MMP integration to track high-value events in real time
  • Launched content-themed ad sets (e.g. World Cup, Creator Shows, Live Streams)
  • Created audience clusters: sports fans, local entertainment lovers, and returning users
  • Ran A/B creative testing with thumbnails, creator faces, match schedules, and trailer clips
  • Deployed retargeting campaigns for sign-up drop-offs and non-active installs
  • Scaled high-performing ad sets with lookalikes and interest overlays on Meta and Google UAC

📈 The Results

  • 📲 Achieved 400K+ installs during peak campaign phases
  • ⚽️ Drove 45% higher install-to-signup rate during the ICC World Cup push
  • 💰 Reduced CPI by 38% through content-personalized creatives
  • 📺 Boosted in-app watch events by 60% using funnel retargeting
  • 🔄 Improved Day 1 and Day 7 retention via re-engagement ads post-install

🗣 What the Team Said

“The campaigns hit every goal — installs, signups, and actual content consumption. We hadn’t seen this level of funnel clarity and execution before.”
— Growth Manager, MYCO

💡 Key Takeaway

In OTT marketing, content is the hook — but performance is in the funnel. By aligning campaigns with what users want to watch and optimizing for actual engagement, I helped MYCO scale its user base without wasting spend.

📍 Building or scaling an OTT platform? Let’s plan your next content-led performance campaign.