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.
If a historical upfront marketplace adage is true — that a tight scatter market presages strong upfront demand — then the 2016-17 upfront marketplace could well be a robust one, according to never-before-seen data analyzing the share of spending growth of upfront vs. scatter markets.
Tobi, it might be interesting to compare how the respondents’ claims about what they “usually” or “often” do regarding digital ads with electronic indicators which may provide a less scary picture. Not that I doubt that pre-roll ads are frequently skipped—I do it myself. But 90% of the time—maybe not.
I respect Ed’s restraint. I skip pre-roll ads 99% of the time.
Mark Popkiewicz it a little too optimistic about viewers who could be treated with more respect. Since when is an interruption a sign of respect?
I agree that recall of skipping behavior is bound to be quite exaggerated because of how much consumers despise pre-roll. But also I think many have created behaviors to avoid them. For me, my avoidance behaviors become a learned habit. If it’s a 5 second preview I’ll hold and skip. If it’s something that has to play, I’ll go to another window immediately. If it requires that I have that window on top, I intentionally ignore (though I suppose I might indirectly pick up a tad). But most often, if there’s required pre-roll I skip the video entirely – unless it’s exceptionally important.
if the number is right, I suspect a firm habitual behavior created over time that’s not even entirely conscious. So whether it’s 80% skip or 95% skip, it’s habitual and that seems to be the very big problem with pre-roll.
How refreshing, someone tells the truth about advertising–and how people are fed up with the pushiness of it all. Thank you.
“Skip this ad” has been the most popular CTA on the web for many, many years.