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

1. TVforApps

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. We grow brands globally with a focus on UK and US
Owned offices
Carefully selected
independent partner
To do list

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. 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. 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. 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. 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. 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. can be like
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. 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. 1Agency
NOT
response
focussed
2

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. 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. 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. 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. • 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. 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. 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. • 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. • 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. • 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. Thanks for listening