OSN+ wins more viewers with a strategy combining performance and brand visibility.

To boost discovery with diverse audiences across priority markets, the OSN+ team invested in Apple Ads search results campaigns separated by keyword theme. With brand and competitive campaigns, they protected their brand terms and stayed ahead of similar streaming apps. The team scaled reach to additional audiences in new markets with high-value, relevant category terms like movies and series. Discovery campaigns helped them quickly uncover market-specific nuances as well as better assess the opportunity and competitors in a particular country or region.

Based on performance data, the OSN+ team actively refined keyword lists, doubling down on converting nonbrand terms while protecting brand presence and continually improving return on ad spend (ROAS). “Always-on search results campaigns are now a cornerstone of our acquisition strategy, consistently delivering high-intent audiences at scale,” says OSN+ Senior Growth Marketing Manager Julia Biletska. “With search results campaigns, we can drive cost-efficient acquisition and increase new subscriptions by engaging users who are showing strong intent and actively searching for streaming apps or specific content.”

To better scale performance while saving time and effort, the OSN+ team also integrated automation into their Apple Ads campaigns with their partner Mobile Action. They applied automation rules to manage budgets, keyword bidding, and pacing. This automated campaign management allowed them to spend more efficiently while also being able to react quickly to shifts in cost-per-install as well as competitive challenges and seasonality.

“Apple Ads has provided a reliable, always-on acquisition engine that complements and strengthens our broader marketing mix,” says Biletska. “By capturing high-intent audiences when they are actively searching in the App Store, our keyword campaigns consistently delivered cost-efficient subscriptions and expanded our customer base.”

For key content release windows and seasonal opportunities, the team scaled investment across Apple Ads to capture increased demand from viewers interested in streaming apps. They complemented their always-on search results campaigns with Today tab ads. This positioned their brand on the front page of the App Store, driving awareness and consideration with millions of people before they started searching. After running Today tab ads, the OSN+ team saw a 131 percent increase in monthly impressions.

“This dual-placement strategy of campaigns on the Today tab and in search results gave OSN+ the best of both worlds: lower-funnel efficiency and upper-funnel impact,” says Biletska. “Apple Ads bridged brand and performance, delivering efficient acquisition. Today tab ads increased top-of-the-funnel awareness for major content launches and reinforced OSN+ premium brand positioning.”

The team began implementing this full-funnel ad strategy to promote blockbuster HBO premieres like The Last of Us, and ultimately they extended this winning strategy to any branding campaign promotion. During their campaign for The Last of Us, 74 percent of Today tab ads reached devices that did not see a search results ad in Saudi Arabia, and the result was 82 percent in the UAE.

“Instead of separating brand and performance, Apple Ads has shown us how to merge the two to drive upper-funnel visibility with lower-funnel efficiency,” says Biletska. “This full-funnel integration has shaped how we balance spend across channels and how we tell our story to different audiences in key moments.”

To better capture the attention of diverse audience segments with a wide spectrum of entertainment tastes, the OSN+ team tailors creative and messaging with ad variations based on custom product pages set up in App Store Connect. They created custom product pages to align audience interests with key content — for example, HBO launches and kids programming — and seasonal moments, such as special offers for Ramadan, optimizing ad relevance and tap-through rates for different viewers across regions. People who tapped the ad then landed on a custom product page that matched the visuals and messages in the ad — creating a seamless experience for potential subscribers.

“By matching the custom product page creative to user intent and timing, we saw stronger tap-through rates and improved conversion,” says Biletska. “Custom product pages now form the cornerstone of how we bridge content marketing with performance outcomes.”

For HBO shows with a strong brand recognition and massive global followings, the team often leveraged messaging and visuals that had already proved to be successful across international markets. For exclusively Arabic and regional productions, they treated ad variation campaigns as an opportunity to test and refine messaging and creative for different audiences. During seasonal opportunities like Ramadan, the team tailored creative to reflect the cultural moment and draw in viewers interested in relevant entertainment.

One of those key audiences included former subscribers. With tailored creative highlighting newly available content, the OSN+ team addressed one of the biggest challenges in the streaming category — churn. They consistently focused on reengaging audiences who had previously downloaded the app with custom product pages featuring the latest series and movies they might be searching for on the App Store.

“Overall, Apple Ads has allowed OSN+ to grow faster, smarter, and more sustainably — playing a central role in awareness, acquisition, reengagement, and retention strategies,” says Biletska.