wywy, a TV syncing advertising and analytics solution, and AppsFlyer, a mobile advertising attribution and analytics platform, have formed a strategic partnership to enable app companies to directly measure the impact their TV advertisements have on app installs in real time. The new agreement will seamlessly integrate wywy’s real-time TV ad detection data into Appsflyer’s TV attribution tool, creating accurate real-time insights into a TV campaign’s effectiveness.
Connecting TV and app marketing is a major move forward for advertisers, considering that 48% of viewers worldwide engage in another digital activity while watching TV. wywy will deliver data in real time through its TV monitoring network, which detects a TV advertisement the instant it airs. This information is made available to AppsFlyer, which will attribute credit to the TV network for driving an install – assuming it occurred within the window of opportunity configured by the advertiser and was the last channel to touch the user.
By continuing to track the user’s post-install activity within the app, AppsFlyer then allows the advertiser to measure the value generated by the TV campaign, compare it to all other channels in a single real-time dashboard, and optimize accordingly. “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.”
“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.”