Thanks to AppsFlyer, app marketers can now track the ROI of TV ad campaigns.
AppsFlyer, a leading mobile advertising measurement platform, this week announced its release of an industry-first ad measurement and attribution tool that tracks the effectiveness of television advertisements for mobile app install campaigns.
“Called AppsFlyer for TV Ads, the new solution tracks new installs from users in a designated market area immediately after a TV ad has run in that region, then provides important post-install analytics to allow app marketers to measure, for the first time, their return on investment for TV ads,” explains the company in a news release.
Because television is “the new frontier” of mobile app advertising, said Oren Kaniel, AppsFlyer CEO and co-founder, companies sorely need this kind of solution.
“The exposure and reach of television ads is practically unparalleled, but until now app marketers have been unable to measure the effectiveness of their TV campaigns,” adds Kaniel. “With AppsFlyer for TV Ads, we can track not only the number of new installs a specific TV ad brought in, but also the quality of those installs and the overall ROI for every media source within the campaign. These previously unquantifiable results can then be used as planning tools for the next round of TV advertising buying.”
AppsFlyer for TV Ads allows app marketers to decipher the effectiveness of TV ad campaigns by time, geographic market (DMA), TV channel, ad creative, and other parameters.
“Post-install analytics such as user retention and lifetime value help marketers analyze the ROI for television ads by source and optimize their campaigns accordingly,” the company concludes. “Cohort analysis is also available so that marketers can compare the behaviors and performance of two or more different groups of consumers, such as those who installed an app after viewing a TV ad during the week as opposed to the weekend, for example.”
Want to know more? Check out AppsFlyer here.