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ADDING TELEVISION INTO MOBILE USER ACQUISITION CAMPAIGNS

07.26.16

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M A R V I N H I D A LG O 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

Cam

paig

n Re

ach

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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.

ROI I

ndex

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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 InstallConnect 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