电视广告归因模型 | AppsFlyer

电视广告归因

It started with Super Bowl ads–mobile marketers began broadcasting their ads on the big screen. TV’s broad reach continues to attract mobile app advertiser. The challenge for TV ads was how to measure and attribute the mobile installs and engagement they drive. As part of our omni-channel solutions, AppsFlyer provides marketers with the ability to measure app install ads on TV alongside your other user acquisition and engagement channels. Furthermore, advanced integrations with leading players like The Specialist Works and wywy further enhance app marketers’ ability to measure and optimize the performance of their TV campaigns.

什么是电视广告归因?

You may have heard the term “attribution” used in reference to your mobile campaigns. There’s last touch attribution where credit is given to the last click and multi-touch attribution, allowing marketers to assess if a mobile ad network is assisting them in achieving desired installs. Similarly, TV attribution provides marketers with ability at attribute installs to specific ad campaigns on TV and optimize towards installs. For instance, a financial app might have a promotion during one of the morning shows and also run it during a program on CNBC. Most likely, a marketer will get more installs from the CNBC program and will optimize spend toward that.

为什么选择电视广告?

电视广告触及了 广泛的受众 ,同时也是一个成熟的媒体购买行业, 引人注目的渠道 ,吸引着品牌和绩效营销人员。电视广泛的覆盖面让营销人员得以获取初始定位参数中并未纳入的新受众,打造品牌资产、知名度以及用户忠诚度。在竞争激烈的市场中,很多应用营销人员还将电视视为脱颖而出或打造生活品牌的方式。大多数人既看电视 也使用手机或平板移动应用和电视广告已经形成强大的双重影响,用户在电视上看到广告后,可能会立即安装有关的移动应用或与之进行互动。

AppsFlyer 的电视广告归因让移动应用营销人员能够将每个环节连接起来——对电视广告推动的安装和用户互动行为进行归因。

移动应用电视广告归因的运作方式

使用 AppsFlyer,您可以轻松归因电视广告促成的移动应用安装。广告主只需提供电视广告活动信息,例如频道、时间、地理位置和城市,AppsFlyer将完成其余所有工作。

请注意:电视广告默认的移动应用安装归因窗口为15分钟。当然,广告主也能自定义归因窗口。

What are you waiting for?
 Learn about AppsFlyer’s mobile attribution technology