Verizon Communications planned to spend nearly $30 million to drive two million downloads of go90, its “mobile TV network” app, in the months before and after its launch last fall, according to a confidential marketing plan reviewed by The Information. On a per download basis, the marketing cost would be many times the amount paid by developers for ads that entice people to download their apps, a sign of how aggressive Verizon is being in promoting the new millennial-focused mobile video service.
Verizon launched go90 last October, an effort to diversify its business by attracting ad dollars. Verizon has spent heavily for programming to make the service appeal to youngsters. The confidential marketing plan is the first detailed indication of how much Verizon planned to spend on ads. A person familiar with the situation said Verizon planned to boost go90’s marketing spending in 2016.