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BizReport : Advertising archives : July 08, 2015

Collaboration allows brands to measure TV influence

There is a new collaboration out that should give advertisers a better idea of how all those television ad dollars are faring. This week wywy and AppsFlyer released their TV attribution tool, a solution which gives advertisers real time information into how television ads influence app downloads.

by Kristina Knight

"TV is the next frontier in attribution," added Oren Kaniel, AppsFlyer's CEO and co-founder. "With the wywy integration, AppsFlyer allows advertisers to finally measure the ROI of their high cost TV campaigns and compare them to other channels to better optimize their entire marketing mix."

Through the collaboration wywy, which synchs television and online advertising, will push real time data using its TV monitoring network. That data will then be used by mobile ad analytics platform AppsFlyer to 'credit' the network delivering the ad for driving the app install.

The new tool will also track how users engage with the app post-install, giving brands valuable insight about how the app is performing.

"App companies have embraced TV advertising, but to date there hasn't been a reliable way to attribute a television ad's effect on app downloads accurately and in real time," said Dr. Andreas Schroeter, wywy's COO and co-founder. "With currently available TV measurement tools, the correct attribution of app downloads is especially hard. This new partnership will leap-frog our clients to another level and can produce tremendous cost-savings within their TV advertising budgets."

Image via Shutterstock

Tags: AppsFlyer, appvertising, mobile marketing, tv advertising, wywy

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