Today, AppsFlyer announced a new tool to measure and attribute television advertisements for mobile app campaigns. The new tool tracks installs in a geographic area after an ad runs, and then generates post-install analytics so app creators and marketers can track their returns.
But does this mean we are going to start seeing more more ads for apps? Do apps need advertisements? Apparently, yes. Beta-tester Shenaly Amin, UK country manager of Leo Vegas, which is an award-winning developer of real-money mobile casino games, says that:
Traditionally, we had struggled with the challenge of judging the direct effect that our TV advertising was having on new app downloads.We could see that our apps climbed the app store charts when we were on air, but we had little sense of the quality of those new installs. AppsFlyer for TV Ads has provided us with extremely valuable insights that we’ll use to optimize our TV buying strategy and ensure that the money that we spend on TV is driving the best possible results.
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Ads for apps always feel a little late-night basic cable, like the Trivago guy. But app marketers are making ads, and tracking them on television based on the channel, geographic market, and ad creative. Oren Kaniel, AppsFlyer CEO and co-founder says in a statement that:
…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.
They also provide cohort analysis so advertisers can compare groups of users, like who installed an app after after TGIT and who was downloading it during Shark Tank on Friday night. AppsFlyer for TV was developed in partnership with The Mobile House, an agency that focuses on app acquisition and retention.