Intigral – stv tv is a a leading provider of digital entertainment, gaming and media services across the MENA region. With users scattered across a fragmented landscape of device touchpoints, the team needed a solution to unify campaign attribution and cross-app analytics, spanning all devices and platforms where their streaming apps are available. It chose Kochava to gain a single source of truth across media sources and accurately measure the impact of owned media.
Established in 2009, Intigral is a subsidiary of the stc Group and a leading provider of digital entertainment, gaming and media services across the MENA region, with headquarters in Riyadh, Saudi Arabia. Intigral’s market-leading digital solutions, including stc tv, Jawwy TV and stc play, deliver cutting-edge digital, sports and entertainment services to customers throughout the MENA region. Intigral – stv tv has around 260 employees.
Challenge
Every month, millions of users tune in to stc tv and Jawwy TV streaming apps across mobile, web and connected TV (CTV) platforms. The Intigral – stc tv marketing team wanted to invest significant advertising budget across a variety of paid media channels, but needed to ensure that they could accurately measure the media’s impact in driving user acquisition and engagement. With users scattered across a fragmented landscape of device touchpoints, the team needed a solution to unify campaign attribution and cross-app analytics, spanning all devices and platforms where their streaming apps are available.
Solution
Intigral – stc tv engaged with Kochava, a leading omnichannel attribution and cross-platform analytics solution for streaming media and entertainment.
Utilising Kochava, Intigral – stc tv was able to:
- Measure all streaming app activity: The team integrated Kochava into their streaming apps across Android, iOS, web and smart TV app properties (e.g., LG, Samsung, Android TV). Full-funnel in-app events, including app installs, free trials, paid subscriptions and viewership events, were measured, with detailed content metadata to help the team understand which sports and entertainment programmes drove retention and higher LTV.
- Gain a single source of truth across media sources: Intigral – stc tv leveraged Kochava’s built-in integrations with Google, Snapchat, TikTok, Facebook, ArabyAds and a host of other paid media partners to measure all their campaign activity and achieve unified, deduplicated conversion reporting within one dashboard.
- Accurately measure the impact of owned media: Intigral – stc tv’s marketing team knew they had strong engagement across their owned media efforts (e.g., email, web, SMS, cross-promo) and wanted to ensure that their paid media campaigns weren’t cannibalising attribution to owned media. The team leveraged Kochava SmartLinks for their owned media channels, customising configurable attribution settings to credit in-house efforts properly.
Impact
With holistic omnichannel campaign attribution and cross-platform app analytics, Intigral – stc tv is able to understand the true impact of their diverse advertising efforts and optimise toward tactics that drive quality user acquisition, high content engagement and impressive free-trial-to-paid-subscription conversion rates.
In just one month, Intigral – stc tv measured over 3.8 million active users and 47+ million user engagement events through Kochava. Leveraging Kochava’s tooling for both paid and owned media attribution, the team observed over 15% incremental user acquisition growth in 90 days, with nearly 5% directly attributable to their owned media efforts.
Esmael Jumah, Digital Channels & GTM Expert, Intigral – stc tv, said: “Kochava is a cornerstone of our growth stack and media buying strategy, serving as our source of truth for campaign performance. By unifying campaign attribution and app analytics across all our streaming platforms, Kochava delivers actionable insights that empower us to make data-driven decisions, driving maximum growth and optimisng return on ad spend.”
Jumah took the time to share further details with Intelligent SME.tech below:
Tell me more about Intigral – stc tv and the services it offers.
Intigral is a leading digital entertainment company in the MENA region and the operator of stc tv, a streaming platform offering live TV channels, on-demand movies, series and exclusive sports content. The service is available on web, mobile apps, smart TVs and set-top boxes, providing a seamless viewing experience across devices.
How did Intigral – stc tv measure engagement before its partnership with Kochava?
Before integrating Kochava, engagement was measured mainly through internal backend data and ad network reports. While this provided high-level metrics like registrations, views and subscriptions, it lacked granular attribution and cross-channel tracking, making it challenging to fully understand user behaviour and campaign performance.
Why did you choose Kochava?
We selected Kochava because of its advanced mobile attribution capabilities, real-time analytics and privacy-compliant tracking. It allowed us to unify data from multiple paid media channels, measure conversions more accurately and gain deeper insights into the entire customer journey, including post-install events and engagement patterns.
Could you give me an example of how you used the data gathered from the app activity?
One example is when we identified that users engaging with sports content during trial periods were significantly more likely to convert to paid subscriptions. Using this insight, we optimised targeting and personalised push notifications, which increased conversion rates and reduced CPAV (Cost Per Active Viewer).
What did Kochava Smartlinks reveal to you in terms of owned media?
Kochava Smartlinks allowed us to track user journeys from owned channels like email, SMS and WhatsApp campaigns. This revealed that a substantial share of conversions came from non-paid owned media pushes, enabling us to reallocate budgets more efficiently and maximise ROI.
How has this partnership helped increase free-trial-to-paid subscriptions?
By providing accurate, event-level attribution, Kochava enabled us to pinpoint which campaigns and creatives drove the highest trial completions and subsequent paid conversions. This insight allowed us to optimise spend and messaging, leading to a double-digit uplift in free-to-paid conversion rates.
How has it changed marketing efforts?
With Kochava, our marketing shifted from channel-level reporting to data-driven, full-funnel optimisation. We can now run more targeted campaigns, test creatives with precise attribution and understand lifetime value (LTV) at a granular level. This has led to more efficient spend allocation and improved performance KPIs.
What’s next for Intigral – stc tv?
We’re focusing on scaling personalisation and automation, leveraging first-party data and advanced analytics to deliver tailored recommendations and offers. Additionally, we plan to expand programmatic buys and cross-platform marketing, while continuing to enhance user engagement and retention across the region.
