App marketers can track the ROI of TV ad campaigns for the first time
AppsFlyer, a leading mobile advertising measurement platform, announced today the release of an industry-first ad measurement and attribution tool that tracks the effectiveness of television advertisements for mobile app install campaigns. Called “AppsFlyer for TV Ads,” the new solution tracks new installs from users in a designated market area immediately after a TV ad has run in that region, then provides important post-install analytics to allow app marketers to measure, for the first time, their return on investment for TV ads.
Brands, e-commerce and travel companies find television to be the new frontier of mobile app advertising,” said Oren Kaniel, AppsFlyer CEO and co-founder. “The exposure and reach of television ads is practically unparalleled, but until now app marketers have been unable to measure the effectiveness of their TV campaigns. With AppsFlyer for TV Ads, we can track not only the number of new installs a specific TV ad brought in, but also the quality of those installs and the overall ROI for every media source within the campaign. These previously unquantifiable results can then be used as planning tools for the next round of TV advertising buying.”
AppsFlyer for TV Ads enables app marketers to track the effectiveness of TV ad campaigns by time, geographic market (DMA), TV channel, ad creative, and more. Post-install analytics such as user retention and lifetime value help marketers analyze the ROI for television ads by source and optimize their campaigns accordingly. Cohort analysis is also available so that marketers can compare the behaviors and performance of two or more different groups of consumers, such as those who installed an app after viewing a TV ad during the week as opposed to the weekend, for example.
More than a dozen app marketers tested AppsFlyer for TV Ads during its beta program, including Leo Vegas, the award-winning developer of real-money mobile casino games that provide world-class entertainment across desktop, mobile and tablet devices. “Traditionally, we had struggled with the challenge of judging the direct effect that our TV advertising was having on new app downloads,” said Shenaly Amin, UK country manager of Leo Vegas. “We could see that our apps climbed the app store charts when we were on air, but we had little sense of the quality of those new installs. AppsFlyer for TV Ads has provided us with extremely valuable insights that we’ll use to optimize our TV buying strategy and ensure that the money that we spend on TV is driving the best possible results.”
AppsFlyer for TV Ads was developed in conjunction with The Mobile House, a mobile marketing agency specializing in app acquisition and retention. Richard Downey, director of mobile for The Mobile House, said,
We had been exploring the possibility of providing our clients with a much greater level of visibility regarding the effect that their TV advertising was having on their app business. We chose to partner with AppsFlyer on this important initiative because we had worked with them on other campaigns and were very impressed with the depth of their technology and the savviness of their team. With AppsFlyer for TV Ads, we are able to provide our clients with a level of detail that we never thought we would be able to get.”
The Mobile House and other agencies can apply factors such as cost, audience size and more to AppsFlyer’s attribution data to provide a holistic view of an advertiser’s TV campaigns.
Existing AppsFlyer customers interested in tracking TV ad campaigns should contact their account managers for details. New customers can request a free demo or sign up for an account through the AppsFlyer web site at www.appsflyer.com.