VieON wanted to replace manual, time-consuming processes with an all-in-one platform capable of speedy deployment cycles and insights-led on-the-go retargeting.
As Vietnam’s leading media ecosystem, our goal is to provide seamless, tuned-to-every-taste entertainment to millions across every screen. CleverTap transformed our fragmented data into unified, actionable customer knowledge that helped us achieve this. Speed was another strength it brought to the table. Rapid insights and deployments mean we now respond to viewing habits instantly, ensuring our vast content library meets the right user at the perfect moment to drive meaningful retention.”
VieON is Vietnam’s most advanced OTT platform, offering over 100,000 hours of copyrighted content and more than a hundred local and foreign TV channels. Part of the DatVietVAC Group Holdings, the award-winning platform prioritizes technological innovation, providing streaming experiences across mobile, web, and Smart TV to millions of users. As it scaled, it needed powerful technology to turn scattered data into personalized experiences that kept audiences coming back.
VieON wanted to replace manual, time-consuming processes with an all-in-one platform capable of speedy deployment cycles and insights-led on-the-go retargeting.
Inaccurate, fragmented event schemas lacked Web and Smart TV coverage. To solve this, the team sought a unified, real-time analytics platform that delivered a complete view of user behaviour.
VieON redesigned its event schema from scratch, ensuring every user action driving KPIs was closely tracked. With content starts, episode completions, checkout visits, and more now captured across mobile, web, and Smart TV, the team has a complete, granular view of how audiences engage. This has made targeting and strategy much more effective.
Leveraging complete customer views on CleverTap, VieON creates segments shaped by past and real-time behaviour around content preferences such as language and genre, and lifecycle stages. CleverTap’s RFM segmentation is used to identify at-risk and power users to engage with differentiated strategies. These continually refined segments empower VieON to run sharp analytics and tailor engagement campaigns that resonate with each user’s evolving entertainment tastes.
VieON utilizes CleverTap Journeys to engage users across the lifecycle consistently. Customized flows spanning email, mobile push, web pop-ups, and in-app messages guide users right from download to increased watch time and loyalty. This approach has driven a 12% increase in users reaching checkout. Web pop-ups and in-app messages have proved the strongest in terms of quick deployment and high conversion. In this way, the omnichannel, multi-screen journeys ensure messaging remains relevant, timely, and supportive of user viewing habits, irrespective of the screen.
VieON transforms every interaction into a tailored viewing experience by combining Liquid Tags with Recommendations. Content suggestions are dynamically curated based on each user’s watch history, while built-in logic prevents duplicate content delivery. The team uses Best Time feature to reach audiences when they are most likely to watch. When every notification feels like it was handpicked for the viewer, engagement follows, and VieON sees this reflected in significantly higher click-through rates.
VieON replaced lengthy development sprints with CleverTap’s intuitive interface, reducing in-app trigger deployment from one month to one week, a 4x acceleration. The team constantly runs A/B tests on 20% of their audience to refine CTA placement and visual styles for broader outreaches. IntelliNODE adds another layer by enabling VieON team to optimize conversions through an automated selection of the right path and timing for different set of users, keeping content fresh, and preventing audience fatigue.
CleverTap is embedded in how we operate every single day. Features like Journeys, IntelliNODE, Best Time to Send, and Liquid Tags give our team the agility to act on viewer behaviour in real time. What once took a month now takes a week, and we spend less time waiting on execution cycles and more time focusing on what truly matters, which is creating experiences that keep viewers engaged and returning.”
With CleverTap, VieON aims to ensure every viewer receives a tailored experience and maximize user lifetime value. Plans include implementing CleverTap’s Promos capability to streamline loyalty and rewards campaigns, making CleverTap a one-stop solution for their entire lifecycle engagement and loyalty. It also includes deploying Bulletins for high-volume automated messaging. By further integrating Linked Content, VieON will continue to evolve its adaptive entertainment journeys, ensuring every viewer enjoys a truly bespoke streaming experience.
