Wywy partners with AppsFlyer to measure impact of TV campaigns on mobile app intalls

Anne Freier

In Mobile Advertising. July 14, 2015

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TV sync advertising and analytics solution provider wywy, has teamed up with mobile ad attribution platform AppsFlyer, to enable app publishers to measure the impact their TV campaigns are having on app installs in real time. The partnership integrates wywy’s real-time TV ad detection data with Appflyer’s TV attribution tool to measure the effectiveness of a TV campaign.
Appsflyer and wywy give app publishers insights into their TV campaign effectiveness
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Source: appsflyer.com
Dr. Andreas Schroeter, COO and Co-founder, wywy, says:

“App companies have embraced TV advertising, but to date there hasn’t been a reliable way to attribute a television ad’s effect on app downloads accurately and in real time. With currently available TV measurement tools, the correct attribution of app downloads is especially hard. This new partnership will leap-frog our clients to another level and can produce tremendous cost-savings within their TV advertising budgets.”

According to a study by TNS, 48% of TV viewers worldwide engaging in other digital activity whilst watching TV. This makes the connection between TV and app marketing a strong move for marketers. wywy technology detects a TV ad when it airs and combines its data with AppsFlyer which attributes a credit to the last TV network that drove the install. Advertisers configure the window of opportunity themselves. Oren Kaniel, CEO and Co-founder, Appsflyer, adds:

“TV is the next frontier in attribution. With the wywy integration, AppsFlyer allows advertisers to finally measure the ROI of their high cost TV campaigns and compare them to other channels to better optimize their entire marketing mix.”

Additionally, AppsFlyer also tracks the post-install activity within an app to enable marketers to compare TV spend to other channels and optimise accordingly.