Using TV to drive app downloads at scale
summary
Shows how TV is bought and optimized for mobile with concrete techniques: use attribution providers (AppsFlyer/Tune), TV-monitoring tools (advanced analytics, PB Squared), and match time-stamped organic opens to spots. Example: a Game of Thrones placement returns zero installs inside the short attribution window but produces a big spike 60 minutes later, so measure ECPI vs attributed CPI via a 24-hour organic uplift baseline. Also use app-store rank and DAU reactivation lifts to guide in-campaign buys and daypart/channel optimizations.
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chapters (11)
- 0:00TV-driven app growth
- 3:15Mobile publishers avoid TV ads
- 5:26Traditional TV buying limits
- 8:42Flexible TV buying for performance
- 10:50Agencies vs mobile UA needs
- 12:15Tracking TV impact on installs
- 15:45Attribution challenges in mobile
- 17:33Measuring organic uplift
- 19:37Reactivation via TV campaigns
- 20:41Mobile-first TV advertising
- 21:44Summary
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