Case Study: Astro achieves 5X higher conversion rate and 2X lower CPA with dataxu

Astro leverages programmatic platform to achieve 5X conversion rate

Astro, a leading Malaysian content and consumer group with about 5 million residential customers (roughly 69% of TV households), acquired exclusive Malaysian broadcast rights to UEFA EURO 2016. To turn rights into viewers and subscriptions for its Astro Sports Pass — while combating illegal streaming — Astro needed to inform, persuade and remind audiences across digital touchpoints and find new subscribers.

Astro ran a pilot with dataxu’s TouchPoint™ DSP, using programmatic prospecting and retargeting, 14 bilingual creatives rolled out in three phases, pixel-based retargeting, private-exchange premium inventory and continuous audience learning tied to conversion analysis. The campaign delivered a 5× higher conversion rate than the next-best platform, a 50% lower cost per acquisition, plus a reusable look-alike segment and ready server-to-server DMP integration for future campaigns.

Astro