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TVforApps
The game-changing customer acquisition network.
Total global staff of 150 and growing quickly!
Broadcast
Mobile and
Digita...
We grow brands globally with a focus on UK and US
Owned offices
Carefully selected
independent partner
To do list
An unmatched combination of mobile and TV expertise…
• Over 10 years of mobile acquisition advertising experience in house...
So let’s tackle 3 TV myths in (just under) 30 minutes
TV is
frustrating and
inflexible
TV agencies
aren’t response
focusse...
TV is
frustrating and
inflexible
TV agencies
aren’t response
focussed
Tracking the
effect TV has on
apps can’t be
done pro...
1
Traditionally this is true
• The official TV booking deadline is typically 8-10 weeks out
• Agencies must ‘set and forge...
1
• In some territories, the airtime price can rise in-month causing under-delivery
• Saleshouses often limit the number o...
The more flexible approach
Energy Expenditure
Planning
Booking
Campaign Live
In-Campaign Optimisation
Reporting
Client sig...
can be like
11
1
You can book right up to
a week or two before
broadcast and change
things without penalty
You can approve budgets
weekly...
TV is
frustrating and
inflexible
TV agencies
aren’t response
focussed
1 2
Tracking the
effect TV has on
apps can’t be
done...
1Agency
NOT
response
focussed
2
Such agencies focus
on buying vaguely
targeted exposure
at the lowest
possible price using
the cheapest staff
and minimal ...
TV is
frustrating and
inflexible
TV agencies
aren’t response
focussed
1 2
Tracking the
effect TV has on
apps can’t be
done...
With accurate tracking and attribution,
Using app-analytics
SDKs you can dig into
the time-stamped
organic download and
re...
analytics TV spot airs
App
downloads
per minute
Moving
median
baseline
TV-attributed
response
1st spot
airs
2nd
spot
airs
...
• Using IDFA data, it’s possible to match in-app purchases and other actions back to TV
spots
• If we track IDFAs for ever...
Downloads attributed by TV channel – Sports betting app
0
500
1,000
1,500
2,000
2,500
£0
£50,000
£100,000
£150,000
£200,00...
Download to deposit conversion by sport
0
100000
200000
300000
400000
500000
600000
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Cli...
• We also factor in TV ratings in order to give truer picture
• Otherwise the channel with the most spots will look the be...
• All of this in app organic data is only valuable if it is used.
• The analytics/tracking/buying combination is the optim...
• The ‘traditional’ way of buying TV is changing
• Just ensuring your ad is seen by lots of people isn’t enough
• Mobile f...
Thanks for listening
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Richard Downey, The Specialist Works

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Using Trackable TV Advertising to Drive App Downloads (White Nights Conference Helsinki 2016)

Published in: Business
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Richard Downey, The Specialist Works

  1. 1. TVforApps
  2. 2. The game-changing customer acquisition network. Total global staff of 150 and growing quickly! Broadcast Mobile and Digital Press and Print Creative Our business is based around four divisions
  3. 3. We grow brands globally with a focus on UK and US Owned offices Carefully selected independent partner To do list
  4. 4. An unmatched combination of mobile and TV expertise… • Over 10 years of mobile acquisition advertising experience in house • We have in house specialists driving app acquisition through;  Paid social  Programmatic  Video We are also one of the UK’s leading App Store Optimisation Agencies
  5. 5. So let’s tackle 3 TV myths in (just under) 30 minutes TV is frustrating and inflexible TV agencies aren’t response focussed Tracking the effect TV has on apps can’t be done properly 1 2 3
  6. 6. TV is frustrating and inflexible TV agencies aren’t response focussed Tracking the effect TV has on apps can’t be done properly 1 2 3
  7. 7. 1 Traditionally this is true • The official TV booking deadline is typically 8-10 weeks out • Agencies must ‘set and forget’ the activity i.e. leave it alone once booked • Any changes are penalised with extra charges from the TV saleshouses • Saleshouses force agencies to buy channels in pre-set groups/verticals
  8. 8. 1 • In some territories, the airtime price can rise in-month causing under-delivery • Saleshouses often limit the number of spots agencies can access in key shows • Large network agencies are contractually bound to put business through certain channels to access financial rewards (even if those channels don’t actually work!) But there is another way …
  9. 9. The more flexible approach Energy Expenditure Planning Booking Campaign Live In-Campaign Optimisation Reporting Client sign-off points Time Energy Expenditure Planning Booking Campaign Live In-Campaign Optimisation Reporting Client sign-off points Typical TV agency The more flexible approach
  10. 10. can be like 11
  11. 11. 1 You can book right up to a week or two before broadcast and change things without penalty You can approve budgets weekly and control the daily weight of airtime closely to align with demand trends You can track performance in near real-time then optimise while the campaign is live based on cost per install or other in-app metrics You can fix the price, protect against in-month price inflation and forecast with more confidence You can choose channels individually for laser- focused targeting. Spend money where it makes sense for you NOT the agency 1
  12. 12. TV is frustrating and inflexible TV agencies aren’t response focussed 1 2 Tracking the effect TV has on apps can’t be done properly 3
  13. 13. 1Agency NOT response focussed 2
  14. 14. Such agencies focus on buying vaguely targeted exposure at the lowest possible price using the cheapest staff and minimal effort Others are happy to pay slightly more to get a far stronger concentration of the right viewers. This focus delivers much better cost per response …
  15. 15. TV is frustrating and inflexible TV agencies aren’t response focussed 1 2 Tracking the effect TV has on apps can’t be done properly 3
  16. 16. With accurate tracking and attribution, Using app-analytics SDKs you can dig into the time-stamped organic download and resultant in-app action data Agencies can take this response data into their TV analytics platforms Using IDFA data, it’s possible to match in-app purchases and other actions back to TV spots Since we know the TV spot cost, we can get cost per install and cost per in-app action insight for optimisation while the campaign’s live We can get the same level of response insight for TV-prompted organic response as we do for paid mobile ads we can know and respond to the right data
  17. 17. analytics TV spot airs App downloads per minute Moving median baseline TV-attributed response 1st spot airs 2nd spot airs The system can unpick response from spots close together Web response can now be tracked to-the-second! This gives a much cleaner and more accurate read even when there are spots with overlapping response fingerprints App download response … First time opens can be tracked to the second through in app attribution partners
  18. 18. • Using IDFA data, it’s possible to match in-app purchases and other actions back to TV spots • If we track IDFAs for every in app activity we can match in app behaviour to a TV spot/channel/programme type • Enabling us to optimise your TV ad strategy based on in app monetisation not just downloads • These changes to the TV media choices can then be made in almost real time So we can get the same level of response insight for TV prompted organic response as we do for paid for mobile ads
  19. 19. Downloads attributed by TV channel – Sports betting app 0 500 1,000 1,500 2,000 2,500 £0 £50,000 £100,000 £150,000 £200,000 £250,000 £300,000 Client Cost Installs COS T
  20. 20. Download to deposit conversion by sport 0 100000 200000 300000 400000 500000 600000 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Client Cost Install to Sale Cost
  21. 21. • We also factor in TV ratings in order to give truer picture • Otherwise the channel with the most spots will look the best • The most watched spots on the schedule rank at 100% of response • The smaller spots rank at 25%, 50% or 75% based on ratings TV Spot 1 Rating Downloads Registrations Deposits 100% 20 16 12 TV Spot 2 Rating Downloads Registrations Deposits 25% 20 16 12 Adjusted 5 4 3
  22. 22. • All of this in app organic data is only valuable if it is used. • The analytics/tracking/buying combination is the optimum one • Finding an agency that understands this is the key
  23. 23. • The ‘traditional’ way of buying TV is changing • Just ensuring your ad is seen by lots of people isn’t enough • Mobile focussed TV campaigns can now be judged in mobile terms • The solution, as always, is in the data Summary
  24. 24. Thanks for listening

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