User acquisition in the mobile app and gaming industry is harder than ever. Competition is tough, app download ad platforms often show their limits when you scale your budgets, fraud is omnipresent and new channels are scarce. Could CTV and OTT be the next big thing for user acquisition?
For a long time, TV has been a screen only used by traditional advertisers for branding campaigns. Minimum budgets were very high, it was an operational nightmare and it was close to impossible to measure effectiveness and return on ad spend.
Connected TV has changed the rules in the past few years with now over 80% of American households being OTT content watchers. More advertisers can access TV inventory and put their brand on the screen generating the most attention.
Measurability is also a big advantage of Connected TV. Leading Mobile Measurement Partners (MMP) such as Google Analytics, AppFlyers or Adjust now allow advertisers running ads on CTV to measure their app downloads and ROAS directly in their platforms.
At Vibe, we’ve been helping app publishers generate downloads through CTV, providing highly competitive CPIs across a wide range of industries; for example, gaming, food delivery or even FinTech. We've identified several strategies guaranteeing strong results:
Interest targeting allows you to target users based on their interests, past behaviour, life events or even their intent to buy specific products (in-market). This is extremely valuable for advertiser willing to narrow down their target and have a high impact coverage on it.
Socio-demo targeting allows advertisers to target people based on information such as their age, gender or household income. It can help advertisers focus on a high value and core target while running broad campaigns on premium content providers.
Every marketer knows content is key. It's true for your creatives but it's also true for where your content will run. Selecting the right channels and content providers to run your ad with is what can make or break your campaign. Affinity between the content that is being watched and your ad is also very important and can greatly improve your campaign performance.
Location, location, location. Most successful advertisers either focus on specific geographic areas (States, Cities, ZipCode) or have a dynamic strategy for each location they’re advertising within. This allows them to control and allocate budget accordingly to their objective. Whether they want to prioritise generating installs at a specific location or get the best CPI wherever it comes from.
TV audiences change depending on the time of day. As a TV marketer it can be very important to understand when does your core audience watches TV to be sure that you're not wasting budget at the wrong hours.
Connected TV allows app marketer to reach their first-party audiences on TV. Advertisers can deliver a custom message to users who have not used their app in the past 14 days to reduce their churn, target active users to push a special offer or even target users who have stopped using their apps. Retargeting is a great way to get a lot of ROAS through CTV ad campaigns.
When an app gets wildly popular, it can be hard to ensure that a given budget will only reach new users to generate incremental value. With first-party data onboarding, it is now possible to exclude your active users base to be sure to target people who are not using your app.
As you can see, Connected TV and OTT advertising now offers the same capabilities as major ad networks such as Facebook Ads or Google Ads and performance can be even higher! So if you are not using CTV to generate app installs, what are you waiting for? Get started today with Vibe!