MAU New York 2016 Keynote — 3:40pm - 4:00pm Adding television to your MAU campaign provides a number of benefits — including directly acquiring new users and increased awareness of the mobile app, which leads to lower CPA costs for digital channels. In this session, we'll discuss how to add television to your campaign, including planning your campaign, targeted vs. untargeted television and measuring the impact of the television campaign. Marvin Hidalgo, Sr. Product Manager @ Simulmedia

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ADDING TELEVISION INTO MOBILE
USER ACQUISITION CAMPAIGNS
07.26.16

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MARVIN HIDALGO
PRODUCT MANAGER
ADDING TELEVISION INTO MOBILE USER
ACQUISITION CAMPAIGNS
Simulmedia, Inc., a New York based marketing technology company
founded in 2008, is the leader in driving business outcomes for
advertisers through traditional TV marketing. Simulmedia’s VAMOS
platform is powered by the world’s largest database of information on
what people watch and buy, combined with access to TV inventory that
reaches 95% of U.S. TV households. Using its proprietary science and
software, Simulmedia reaches specifically-defined audience segments on
TV at massive scale, matches consumer purchase data to TV viewing data,
and determines the actual sales impact of the advertiser’s TV campaign.

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Why add Television to your User
Acquisition Campaign?

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Television will Increase Your Campaign’s Reach
20M
40M
60M
80M
Total Target P18-24
Facebook Cross-Platform TV Only
60%of reach was
unique to TV
47%of reach was
unique to TV
Source: Nielsen Total Ad Ratings campaign meta analysis of 42 campaigns in the US, Q2 2014-2015, study commissioned by Facebook
CampaignReach

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Television will Increase Your Campaign’s Effectiveness
10
20
30
40
TV Print + TV Radio + TV Digital + TV
+19% +20%
+60%
Source: Analytic Partners, 2016; Analytics based on over 3,200 campaigns from 2010-2015. Digital includes video and display advertising on desktop and mobile device. Results are indexed to TV.
ROIIndex

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How does TV fit into Your
Cross-Platform Campaign

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How to Add TV to Your Cross-Platform Campaign
Run concurrently with Digital to
increase awareness and conversion
Schedule
• TV Budgets will be higher than digital
• $25,000-$50,000 per day
• 50K over 3 days is a good test
Spend
$
Use existing digital creative or
develop brand new ad
Creative
• Traditionally more of a contextual
play; age/sex demo targets
• New data sets available for Targeting
• Test own first-party CRM data
Target Audience

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Wait, did you say 1st-party Targeting?
• A privacy safe match of your CRM users to household-level viewing data
• Use your own user segments to create lookalike target for TV
• Aligns your TV & digital strategy

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How to take advantage of TV’s strengths?
• Planning to maximize reach on TV
• Your TV partner should have access to many networks
• TV inventory: Upfront, Scatter, and Direct Response (DR)

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What to Measure to Prove your TV Campaign’s Success?
TV will have two effects on your
conversion metrics:
• Improves the conversion rate of the
concurrent digital campaign
• Grows the organic acquisitions

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How to Measure TV Campaign’s Success?
• Real-time
• 15 minute attribution window
• Optimization: analyze audience
concentration of high performing
spots/network to inform target
Time-based Correlation

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How to Measure TV Campaign’s Success?
What You Watch
Apps You Install
Connect what ads people see
with what they purchase
Prove the impact that TV
advertising has on app-based
business outcomes
Direct-Matched Measurement
• Match between CRM data & TV STB data
• Acquisition measurement & insights
down to the customer level
• Optimization: target based on TV viewing
behavior of matched app users

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Key Takeaways
• Add TV to your campaign to increase reach
• Develop a creative strategy
• Leverage your data to identify your target audience and
measure success
• Test, Test, Test