Mobile apps marketing platform AppsFlyer has announced the launch of its TV attribution tool “AppsFlyer for TV Ads”, which tracks app installs after a TV ad to measure whether the ad has been successful for marketers. The company says it’s the first tool of its kind, after advertisers have gone largely blind as to the actual numbers of success of their TV ads.
AppsFlyer for TV Ads tracks and measures the success of a TV campaign for mobile apps
The tool allows marketers to track their TV ads by time, location, channel and other parameters. User retention and lifetime value analytics help brands to service better ads. Advertisers can also compare behaviour by consumer groups of those who saw the ad on weekends versus those who watched it during the week.
Oren Kaniel, CEO and co-founder, AppsFlyer, says:
“Brands, e-commerce and travel companies find television to be the new frontier of mobile app advertising. 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 works with a complex system of attribution. In its simplest form, it schedules a window of attribution of no more than 30 minutes to the airtime of a client’s TV ad and then tracks all the app installs within that frame time.
AppsFlyer for TV Ads attribution
Among those who tested the tool during its beta phase is Leo Vegas, the mobile casino. Shenaly Amin, UK country manager of Leo Vegas, says:
“Traditionally, we had struggled with the challenge of judging the direct effect that our TV advertising was having on new app downloads. 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.”
“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 TV, we are able to provide our clients with a level of detail that we never thought we would be able to get.”
As developers seek to cash in from their apps and annual app revenue is expected to exceed $99 billion by 2019, campaigns will need to focus ever more on consumer retention to balance stabilising usage rates.