A trackable and attributable app download promotion via TV
TSW and Clash of Kings team up to run the first genuinely trackable and attributable app download promotion via TV in the UK
As successful app publishers turn to TV to find a new acquisition channel, the main challenge has been using ‘traditional’ mobile marketing metrics to judge the success, or otherwise of a TV campaign. Up until now, a company spent an amount on TV advertising and the app downloads either happened or they didn’t. It was extremely difficult to match the spend to the outcome.
A campaign for Elex Games from TSW has pioneered ways in which app publishers can obtain the data that they need.
TSW and ELEX Games, publishers of the enormously popular Clash of Kings app, have teamed up to drive downloads from even more players through a strategically planned TV campaign. The simple brief was to plan and buy a TV campaign that generated the maximum number of downloads for the iOS and Google Play Clash of Kings app. Since we are at the forefront of planning and buying TV campaigns focused on digital response, ELEX Games saw us as the natural partner for a campaign to drive app downloads.
Our simple but pioneering campaign lies in establishing when the download has taken place. We can then match that download to a particular piece of TV activity via an attribution window that is set up around a TV ad. This gives us a view on which organic downloads have been driven by which pieces of TV activity. We are then able to overlay the costs incurred by buying that TV space. Consequently a cost per download/install picture begins to emerge.
With this data we are able to judge the success of different elements of the campaign; the cost per install by channel, by creative, by time of day and so on. TSW then optimise the remaining TV campaign by ensuring that the budget is spent strategically on channels and time that we know, through our analysis, are more likely to drive app downloads and appeal to loyal and committed game players.
Matthew Pover, Director of Global Strategy at TSW says adapting to the needs of any new client provides an exciting challenge: “Our partnership with Elex has allowed us to engineer a bespoke analytics package, tracking and attributing app downloads back to individual TV spots.”
Elex Games really recognise the value of our approach and how it can help them get the most from their UK TV budget. “We know of no other UK agency that is currently set up to routinely track this kind of data.”
The real value lies in what can be done with the data: By measuring the sales influence of airtime on a daily basis, our team at TSW can change the shape of the campaign while it’s live, to ensure we optimise download numbers and access the full potential of every spot. Our approach is uniquely scalable, versatile and cost-effective. We are looking at great things here with Elex.
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