TVforApps

The game-changing customer acquisition network.

Total global staff of 150 and growing quickly!

BroadcastMobile and

Digital

Press and

PrintCreative

Our business is based around four divisions

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

• 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

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

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

1Traditionally 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

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 …

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

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 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

TV is

frustrating and

inflexible

TV agencies

aren’t response

focussed

1 2Tracking the

effect TV has on

apps can’t be

done properly

3

1Agency

NOT

response

focussed

2

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 …

TV is

frustrating and

inflexible

TV agencies

aren’t response

focussed

1 2Tracking the

effect TV has on

apps can’t be

done properly

3

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

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

• 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

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

CO

S

T

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

• 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

• 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

• 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

Thanks for listening