Case Study: A+E Networks boosts viewer retention and engagement with Airship push messaging and location-based segmentation

A+E Networks segments location and affinity context, gives fans the right content

A+E Networks, the global media company behind A&E, Lifetime and HISTORY, needed to expand viewership and grow programming browsing across its flagship apps. The challenge was to drive tune-in, increase repeat app usage and generate timely calls to action by delivering highly relevant, personalized messages to viewers.

Using Urban Airship’s push messaging and location-segmentation features, A+E tailored notifications by content affinity and geolocation—Lifetime sent reminders and video teasers (e.g., Devious Maids) to boost premiere tune-in and streaming, while HISTORY Here surfaced nearby historical points and targeted users with location-based alerts and premium offers. The program produced a positive shift in viewer retention and loyalty, increased app engagement and delivered strong ROI.

A+E Networks

Noah Vadnai

Vice President, Mobile & Emerging Platforms