TV Advertising Uplifts
Mobile Actions

Introduction

asset-2-Dan Wilson

Dan Wilson

Head of Data

More and more app businesses are starting to run advertising outside of mobile only channels. TV is one of the channels that helps businesses to extend beyond the mobile world. TV can be really effective at driving mobile response, and Fetch is used to planning multi-channel campaigns. It is really important that we understand the relationships and interdependencies between different media channels. So, we wanted to share a few things we have learned from analyzing the relationships between TV advertising and mobile.

First, a quick few lines on how we align TV and mobile data.

Exposing Users to Various TV Ad Concepts

TV campaign delivery breaks down its impact on the audience by individual time and location. Fetch matched this delivery data to the relevant first party data for the corresponding location and timestamp. With this matched dataset it is easy to see the mobile actions which correlate to the TV ad delivery. This is useful but doesn’t answer the real question of incrementality of these mobile actions. To get a better indication of causality, we instead need to look at the uplift in mobile actions, and for that we need to first create a baseline of what we would expect to happen if the TV ad hadn’t been present.

For the purposes of this analysis, we have used a baseline of the 5 minutes prior to the TV ad itself. So when we know that a TV ad is running at 16:35, we can have a good indication of what we would expect to happen with all other things equal by using the average behavior between 16:30-16:34. We wouldn’t expect many outside factors to change dramatically during these 5 minutes so we can assume it is safe to assign any uplift and change in behavior to the TV ad.

Mobile Actions Uplift After Viewing TV Ads

Firstly, we can look at the most basic uplift in mobile performance during the TV ad itself. The included graph shows that during the individual minutes of a TV ad, there is a noticeable uplift in mobile app installs and in-app conversions compared to the control group not exposed to any TV.

In fact, we saw uplifts of between 56% and 74% for individual TV ads. So we can clearly see that viewing TV ads directly influences mobile app engagement activity. This looks like a pretty clear case of TV viewers responding on their mobile device at the time of breaks in TV programs.

FetchMe insights show us that TV advertising can be the final tipping point to push potential app users to progress into their journeys to becoming app customers because we’ve targeted the audience at precisely the time that they are more prone to installing the app.

We can also see that TV exposure continues to have an effect on app installs after the TV ad, with 24% increase in installs for the subsequent 10 minutes and 20% increase in installs for the subsequent 30 minutes after the TV ad was shown.

This demonstrates that there is not just a short burst in mobile installs, but a positive app uplift continuing up to two hours after last viewing the TV ad.

Use TV Ads to Target Mobile Activity

This period of install uplift is an effective window to target installers with call-to-action mobile advertising, driving in-app conversions when their interaction with the TV ad is at the forefront of their minds. The TV ad has successfully grasped their attention enough to install, so at this point they’re more likely to be open to trying out the functions of the app if encouraged with a mobile call-to-action.

Running targeted mobile activity in conjunction with TV spots can help reduce the risk of the installed app not being used and eventually being deleted, hence improving the longer term value of these acquired users. This type of cross channel planning and activation can be really effective at driving overall results.

TV’s Impact on Mobile Varies by Time of Day

The impact of TV advertising on mobile will vary depending on the time of day the ad is shown. Surprisingly, we’ve seen the biggest impact on app installs between midnight and 1am, when there is a 650% increase in installs as shown in the graph to the right. Of course this is high increase, but on a low base level of activity.

Less surprising is the impact between 6pm and 7pm, which is typically peak TV viewership time. This variance shows the importance of having real time response data for TV planning. Digital channels have been spoiled from having an abundance of real time response data, if we can utilize this in traditional media we can gain the same agility in TV optimization.

TV’s Impact on Mobile Varies by Time of Day

The impact of TV advertising on mobile will vary depending on the time of day the ad is shown. Surprisingly, we’ve seen the biggest impact on app installs between midnight and 1am, when there is a 650% increase in installs as shown in the graph to the right. Of course this is high increase, but on a low base level of activity.

Less surprising is the impact between 6pm and 7pm, which is typically peak TV viewership time. This variance shows the importance of having real time response data for TV planning. Digital channels have been spoiled from having an abundance of real time response data, if we can utilize this in traditional media we can gain the same agility in TV optimization.

Effectiveness of TV Ad Frequency on Mobile Actions

So we know that TV activity has an uplift on mobile actions, both during the TV ad and for the following two hours. And we know when the TV activity has the largest impact.

The other important thing to consider when planning the TV ad schedule is the impact of the frequency of TV ads the viewers have been exposed to. This graph shows the highest mobile uplift from 4 TV ads with a 467% install uplift within the past 2 hours. There is also a 316% average uplift of in-app conversions from 4 TV ads within 2 hours. This data shows that running more than 3 TV ads over a short period of time would not only increase brand awareness but provide a higher boost to the clients’ mobile activity than running 1 TV ad.

Conclusion

It has never been more important for advertisers to be able to understand the connections between different media channels and the effect these connections have on campaign performance across multiple channels. Using our FetchMe insights, we are able to know how many users respond due to the TV activity, which TV slots are most effective, and at which frequency we should be running TV.

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