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BizReport : Advertising archives : June 22, 2016

TV ads boost mobile app unique visitors 25%

A new study from the Video Advertising Bureau finds that mobile apps depend on television advertising to boost traffic.

by Helen Leggatt

The app category has grown from one television advertiser to almost 400 in six short years as more brands look to television to drive downloads, usage and in-app purchases.

New research from the Video Advertising Bureau (VAB) reveals there is a 77% correlation between ads on television and traffic, at least among the 60 popular mobile apps studied for the report 'What's App'ning'.

Using data from Nielsen, comScore, and Think Gaming, the VAB study found that when ads ran on television, unique visitors to apps rose 25% compared to a drop of 20% when the ads did not run. Sean Cunningham, president and CEO of the VAB describes television as "the light switch for digital traffic".

"Time and again, across categories, we find that digital products and platforms rely on TV advertising to deliver customers in real scale," said Cunningham. "And the return in sales is always exponentially greater than the ad spending."

And, found the study, it's not just established apps that see a rise in visitors after an ad on television. When looking at the launch traffic for 8 new mobile apps traffic soared after the start of television advertising. Examples cited include Blossom Blast, which did not even register on comScore due to its low traffic but which, after a month of television advertising, boasted 2.3 million unique visitors. Likewise, Mobile Strike's television advertising generated 1.9 million unique visitors within a month.

Tags: advertising, apps, mobile, television

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