{"id":24858,"date":"2019-12-02T14:47:29","date_gmt":"2019-12-02T22:47:29","guid":{"rendered":"https:\/\/www.kochava.com\/?p=24858"},"modified":"2023-03-10T09:05:29","modified_gmt":"2023-03-10T17:05:29","slug":"five-things-mobile-marketers-should-know-about-tv-advertising","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/five-things-mobile-marketers-should-know-about-tv-advertising\/","title":{"rendered":"Five Things Mobile Marketers Should Know About TV Advertising"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]By Matt Collins, SVP of Marketing, Simulmedia<\/span>[\/vc_column_text][vc_column_text]At every one of my career stops, I\u2019ve developed something of a love affair with the media channels at my immediate fingertips. Post-MBA (go Hoosiers!) I worked in video games, where I managed millions of dollars in TV media. Producing commercials was some of the most fun I\u2019ve ever had\u2014or ever will have\u2014in marketing. Later, I worked on mobile apps at Nokia and Microsoft, and boy, did I cheerlead hard for mobile marketing.<\/span>\r\n\r\nI think the tendency to become exuberant, perhaps irrationally so, about the work that\u2019s right in front of us is pretty common. The <\/span>recent announcement<\/span><\/a> that Kochava and Simulmedia made about giving Kochava customers access to TV viewing data has inspired me in a different way, having worked on both sides of mobile and TV, and therefore recognizing the potential this partnership offers marketers of both stripes. To reiterate the opportunity this partnership yields, I want to deliver the most valuable insights I’ve learned about top-of-funnel, TV advertising<\/strong> for those who work in performance at the funnel\u2019s bottom, primarily through mobile.\u00a0<\/span>\r\n\r\nHere, then, are the five most important things mobile marketers should know about linear TV, the stuff that comes through cable boxes or over-the-air and still reaches about 96% of all American households. 1<\/sup><\/span>\r\n\r\n1. TV pitches. Mobile catches.<\/b>\r\n\r\nTV is, has been, and always will be the most effective medium for making it easier for customers to remember brands and buy them when the right moment arrives. It\u2019s also a much more powerful ad medium than any other form of video. A recent study in the UK shows that in 2018, linear TV accounted for 95% of all video ad minutes consumed.<\/span> 2<\/sup> When done effectively, TV advertising<\/strong> eliminates much of the mental processing required to make a purchase decision and replaces it with a feeling, such as \u201cI trust this brand\u201d or \u201cThis brand gets me\u201d or \u201cI swear I see more hair on my head whenever I use this brand.\u201d\u00a0<\/span>\r\n\r\nMobile engages closer to the moment of conversion. With one click or tap, consumers can jump from an ad to a product listing. In addition, mobile marketing flourishes when executed in conjunction with an initial stimulus delivered at scale. Before Dollar Shave Club launched its <\/span>initial video campaign<\/span><\/a>, who searched for \u201csubscription men\u2019s razors?\u201d It took the sight, sound and motion of video – and linear TV in particular – to drive viewers to their search engines and social media feeds. (Perhaps you\u2019re thinking, \u201cThis proves how powerful YouTube and viral videos can be!\u201d Not so fast. This video has been watched over 26.5 million times on YouTube, but that\u2019s just 4.5% of the 590 million impressions Dollar Shave Club got by advertising an edited version of this video on linear TV.)<\/span>\r\n\r\nSo TV delivers people to your app at scale, giving your app\u2014and the customer experience it enables\u2014the opportunity to convert them into paying customers.\u00a0<\/span>\r\n\r\n2. TV and mobile are different. Measure them differently.<\/b>\r\n\r\nCustomers experience TV and mobile differently, on different devices, with different ad formats and in different contexts. That\u2019s why they should not be held to the same standards. Here\u2019s a summary of those differences and what it means regarding measurement for each channel.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”24934″ image_size=”full” animation_type=”entrance” animation=”Fade In” animation_easing=”default” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”20″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]TV can be measured very effectively on a CPI or CPV basis, but it can result in bad decisions when measuring on a CAC basis. For example, it often prevents advertisers from scaling beyond a small audience that converts cheaply, thus thwarting TV\u2019s true power of driving targeted reach at scale. If you must hold every channel to the same CAC metric, then compare TV\u2019s results to your brand\u2019s prospecting work on Facebook.<\/span>\r\n\r\n3. TV can be optimized to improve CPI.<\/b>\r\n\r\nThough TV is best for targeted reach and scale, through advancements in technology, it\u2019s now possible to plan, buy and measure TV in ways that resemble digital. As a result, TV can be optimized for improved performance over time.<\/span>\r\n\r\nSimulmedia has run campaigns for mobile app providers and reduced CPIs to levels that rival performance on Facebook. We\u2019ve also seen TV campaigns make digital CPIs significantly less expensive when they run synchronously.<\/span>\r\n\r\nHere\u2019s a summary of two campaigns we recently ran for a mobile e-commerce app that used TV to drive installs and in-app purchases. Reach more than doubled while the CPI was nearly cut in half as a result of optimizations we made for the second campaign.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”2\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”24935″ image_size=”full” animation_type=”entrance” animation=”Fade In” animation_easing=”default” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”20″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]4. The budget required to test TV is lower than you think.<\/b>\r\n\r\nThis mobile e-commerce brand spent just $50,000 on its first TV campaign. Seeing positive results, they increased the budget to $80,000 for the second campaign. In other words, getting on TV, testing, and finding a path to scaling is attainable for many brands.<\/span>\r\n\r\n5. Don\u2019t shortchange TV creatives.<\/b>\r\n\r\nCompared to mobile creatives, TV creatives are more immersive and engaging. Viewers typically watch TV on screens that dwarf the size of their phones or tablets. The video creative that works on mobile, often with or without volume and as short as just six seconds, usually doesn\u2019t hold up when aired on a television.\u00a0<\/span>\r\n\r\nWith that in mind, invest in smart creatives. It does not have to cost a fortune, and the right provider will deliver variations that you can A\/B test. Simulmedia knows creative shops that specialize in servicing advertisers that want to both build a brand and need to perform. We also offer resources to help advertisers who are new to TV navigate the creative process. Contact me (email address below) and I\u2019ll hook you up.<\/span>\r\n\r\nIf you\u2019re eager to learn more about TV advertising<\/strong> and how you can use your Kochava customer data to find your mobile customers on TV, we\u2019d love to help. Simply email me at <\/span>mcollins@simulmedia.com<\/span><\/a> to get started.<\/span>\r\n
1. https:\/\/www.nielsen.com\/us\/en\/insights\/article\/2018\/nielsen-estimates-119-9-million-tv-homes-in-the-us-for-the-2018-19-season\/\r\n2. https:\/\/www.thinkbox.tv\/news-and-opinion\/blogs\/tv-is-94-6-percent-of-video-advertising\/<\/h6>\r\n \r\n\r\nAbout <\/b>Simulmedia\u00a0<\/b>\r\n\r\nSimulmedia is a New York-based TV ad platform that enables predictable, scalable customer creation. Powered by the company\u2019s patented software platform, robust data science and experienced media industry veterans, Simulmedia empowers marketers to rapidly receive audience and TV campaign insights, activate those insights via plans that quickly and cost efficiently reach more targeted customers on every Nielsen rated network at guaranteed scale, and optimize for continuous growth.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” 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image_url=”24939″ image_size=”full” animation_type=”entrance” animation=”Fade In” animation_easing=”default” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”5\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1575411790212{padding-top: 10px !important;}”]Matt Collins – SVP of Marketing\r\n<\/strong>Simulmedia[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” 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