TV Advertising Can Boost App Acceptance
22 Jun, 2016
By: Doug McPhersonV Advertising Can Boost App Acceptance
22 Jun, 2016By: Doug McPherson
NEW YORK – A new study from the Video Advertising Bureau (VAB) has found a correlation between television advertising and traffic for mobile apps.
VAB evaluated TV spending and app traffic for 60 mobile apps across 10 categories (including games, e-commerce/retail, media, sports, and tech/telco) between October and December 2015.
VAB says 77 percent of those cases showed a direct correlation between television ad spending and app traffic: when television ads ran, unique visitors went up 25 percent. When ads didn’t run, visits dropped 20 percent. The correlation was most significant in the gaming category, which also has high appeal among millennials.
“There was a good correlation across all segments, but gaming had the highest,” says Jason Wiese, vice president of strategic insights for the VAB.
Danielle DeLauro, senior vice president of strategic and sales insights for the VAB, told Marketing Daily that television is “unparalleled” in its ability to sell products and apps are among those products.
“There’s a huge amount of apps for people to download … [and] to be a major player in the category, you have to have a TV campaign,” DeLauro said.
VAB also examined how television advertising affected launch traffic for new mobile apps. Games such as Blossom Blast and Mobile Strike each saw rough increases of 2 million unique visitors within a month of starting television advertising.
Video game makers (including mobile and console game creators) spent roughly $630 million on TV advertising last year, an increase of 47 percent vs. 2014, according to VentureBeat.com (using data from iSpot.tv). Mobile game companies have also increased their presence on high-profile TV events such as the Super Bowl in recent years, looking to generate more interest for their games.
“Every year, the amount their spending in this category is increasing, and we expect that to continue,” DeLauro said.