tv advertising: how to attribute mobile app installs
TRANSCRIPT
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TV Advertising: How to attribute mobile app installs
Christopher WendelsHead of Product
Marius MisiunasIntegration Engineer
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#1iOS
Attribution SDK*
22,000+Integrated
SDKs
140+
Employees
100+ Billion
Data PointsTracked Monthly
900+
IntegratedPartners
2 Petabytes
MonthlyTraffic
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Navigating the complexity of a fragmented ecosystem
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…
…
Mission: Maximizing TV advertising ROI
Products:
• TV Analytics: Measuring the direct impact of TV ads on website traffic and app downloads
• TV Sync: Enabling synchronized TV & online advertising across screens
Active in USA & Europe with offices in New York, London and Munich
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How TV attribution works: Marrying traffic & airing data in a model
1. Website Traffic / App Installs
2. Airing time
3. Attribution model
How website visits & app installs differ
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Visualization of uplift calculation for the same TV airing on:
Source: Anonymized wywy client data
Website Visits App Installs
Technical setup
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• Send us TV commercial
• Get wywy customer IDexample: 123456
wywy
• Add wywy partner module
• Enter wywy customer ID
adjust
123456
App Installs per TV airing
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wywy TV dashboard
• App installs for each single airing
• Allows Cost Per Install optimization by
- TV channel, - TV creative, - Hour, - weekday
• Automated pass-through to adjust for in-app behavior after install
After install: In-app behavior
9* Requires Business Pro Account or higher
adjust dashboard*
• Organic users get retroactively placed under wywy campaigns
• Monitor user activity within the dashboard
• Compare results across multiple traffic sources
Interpreting results: Optimization tips & best practices
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• Compare weekdays, hours, TV creatives, TV channels to see larger trends (not on single airing level)
• Optimize & shift budget from high Cost per Install to low Cost per Install weekdays, hours, TV creatives, TV channels
• Pay attention to users’ post-install engagement with your app gives you better insights into which TV placements are the most effective
• Define your Objectives and Key Results (OKRs) which matter most and optimize towards them
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TV Advertising: How to attribute mobile app installs
Contact Info
Christopher [email protected]
Marius [email protected]