Mobile app companies have largely limited spend to digital because consumers can download the apps with one touch off the ad, and it is much easier to measure.
Now, though, we see more app companies advertising on linear TV. Still, outside of generating awareness, it is extremely difficult to track the return on ad spend.
In comes wywy, a leading TV syncing advertising and analytics solution company, and AppsFlyer, a leading mobile advertising attribution and analytics platform. The companies have announced a strategic partnership that will allow app companies to better measure in real time the impact of their TV advertisements on installs.
wywy’s technology detects a TV advertisement the instant it airs and the data will be combined with AppsFlyer’s, which attributes credit to the TV network for driving an install. The advertiser can determine the attribution window, and networks are given credit if it is the last one to be viewed by the consumer prior to download.
"App companies have embraced TV advertising, but to date there hasn’t been a reliable way to attribute a television ad’s effect on app downloads accurately and in real time,” said Dr. Andreas Schroeter, wywy’s COO and co-founder. “With currently available TV measurement tools, the correct attribution of app downloads is especially hard. This new partnership will leap-frog our clients to another level and can produce tremendous cost-savings within their TV advertising budgets.”
More, AppsFlyer continues to track post-install activity within the app, enabling advertisers to compare TV spend to all other channels and optimize accordingly.
“TV is the next frontier in attribution,” added Oren Kaniel, AppsFlyer’s CEO and co-founder. “With the wywy integration, AppsFlyer allows advertisers to finally measure the ROI of their high cost TV campaigns and compare them to other channels to better optimize their entire marketing mix."