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App installs jump up to 74pc following TV ads: report

Mobile application installs increase 56 percent to 74 percent after a television ad is shown, according to new research from Fetch. 

The report, TV Uplift Dual Screen Optimization, explores the relationship between TV ad spots and mobile app install activity. The findings suggest that marketers should run mobile ads concurrently with TV to take full advantage. 

?TV activity creates a significant and instantly measurable dual screen response in mobile, for both creating app downloads and causing mobile purchases,? said Dan Wilson, head of data at Fetch.

?TV response on mobile is most effective with short duration, high impact targeting, four-plus ads within a 2 hour period,? he said. ?But this is not a flat effect and advertisers should aim to be as agile and reactive in TV planning and buying as they are in digital channels.?

Connection between channels?
As multi-screen behavior continues to grow, marketers need to understand the connection between channels, such as how their TV ads influence mobile app downloads and mobile purchasing.

Fetch?s analysis found a 24 percent uplift in app activity up to two hours after someone watches a TV ad. 
Additionally, there was a 316 percent average uplift of in-app conversions from four TV ads within two hours.

With TV ads showing diminishing impact on mobile users over time, the report encourages marketers to aim for shorter duration campaigns or to push for a higher frequency of TV ads at the start, followed by reduced frequency. 


The right time
?The research also found that the impact of TV advertising on mobile will vary depending on the time of day the ad is shown. 

Surprisingly, the most effective time for TV ads to impact app downloads is not the prime TV viewing hours but between 12 a.m. and 1 a.m. During this period, there is a 650 percent increase in installs. Between 6 p.m. and 7 p.m. is the second most effective period. 

?Traditional peak TV viewing times are not the most beneficial time periods for causing mobile response,? Mr. Wilson said. ?These times may have the highest viewership but the highest incremental change in behavior comes in relatively lower viewing hours.?


Tipping point
?A key takeaway is that TV advertising can be the final tipping point to consumers to become app customers by targeting them at the time when they are prone to installing the app. 

Fetch recommends targeting installers with call-to-action mobile advertising in the two-hour window after a TV ad's appearance. Installers may be more likely to be open to trying the functions of the app at this point, and getting installers to engage with an app is key to insuring it does not become an unused app that is eventually deleted. 

?Mobile gaming companies that advertised at Super Bowl 2015 saw a very strong response in the immediate aftermath of their TV ad,? Mr. Wilson said. ?Heroes Charge moved from an unranked position to number 86 in the iOS games category, while Game of War and Clash of Clans moved up 95 and 18 slots respectively.?

Final Take?
Chantal Tode is senior editor on Mobile Marketer, New York