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.
What is TV Attribution?
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.
TV delivers both broad reach and a well established media-buying industry, making TV an attractive channel for both brand and performance marketers. TV’s broad reach allows marketers to acquire new audiences that may not have been included in their original targeting parameters, build brand equity, visibility and user loyalty. Many app marketers also see TV as a way to stand out in a crowded market or build lifestyle brands. With the majority of people watching TV while also using their phones or tablets, mobile apps and TV have become a powerful 1-2 punch, with users seeing ads on TV and immediately install or engagement with mobile apps.
AppsFlyer’s TV attribution allows mobile app marketers to connect the dots – attributing the installs and mobile engagement driven by TV ad campaigns.
How Mobile App TV Attribution Works
Attributing mobile app installs from TV ad campaigns with AppsFlyer is incredibly easy. Advertisers simply provide their TV ad campaign information such as the channel, time, geo and city and AppsFlyer takes care of the rest.
Please note: the default attribution window for mobile app installs from TV campaigns is set to 15 minutes. Advertisers can also define their own custom attribution windows.