Increase Your Viewership Knowledge Through Mobile Data

Mary Miller

VP, Marketing at Kochava

Tap into the richness of mobile device data

For decades, TV has remained a strong platform through which brands can maximize their reach to consumers. It’s been a fabulous medium for creating brand awareness, but marketers looking for influence on conversion until recently have struggled to produce solid evidence of success.

I remember when I worked at a major movie studio, there was no way to know what the specific impact at the box office was for the millions we spent on advertising a film. It was a gamble; the reach was apparent but no real data to measure the discernible impact.

Even with the emergence of digital advertising, the consistent, real-time data flow that mobile allows has been unprecedented. Mobile devices (mainly smartphones) have had a tremendous impact on every aspect of our lives, including how we watch television. For some of us, they’ve augmented, if not replaced, the remote control. They arguably have become the most important thing we can’t leave home without. And, it has given marketers copious amounts of information about their audience based on app activity—what consumers are buying, searching for, watching, and when and where they are active on their mobile device. It makes sense to apply this rich cache of data to the broad reach of television advertising.

The evolution of mobile has increased the opportunities for marketers to measure and connect their advertising channels. As a result, brand marketers who rely on TV to drive awareness and top-of-funnel performance can now apply mobile data to pinpoint consumers for more precise targeting on television and then observe its impact on mobile engagement. Because of this ability, Kochava and Simulmedia recently announced a partnership that makes this accessible and easy.

Who is Kochava?

Kochava was born out of the need for app marketers to observe and prove the impact of their advertising. Since the company’s inception as a mobile attribution provider, we have been developing products and forming strategic partnerships to fulfill customer needs. Each year, we continue to scale our attribution solution to include measurement of all marketing modes, be it in-app mobile ads, over-the-top (OTT) devices, out-of-home (billboards, signage), and more. We’ve become a measurement provider for enterprise brands, including seven of the top 10 streaming video-on-demand (SVOD) services.

Through our platform, marketers can track how many consumers installed their app from an ad and who made purchases or performed other meaningful actions. Top-of-funnel marketers can analyze mobile audience behavior and segment them for more precise targeting in a variety of ways, such as through analytics or audience features on our data marketplace.

Measure everything with mobile

In the days before digital and streaming, consumers had fewer viewing options. Television shows aired at a certain time, and ratings companies have provided audience size and composition estimations based on that schedule. In the last few decades, the number of cable, over-the-air, and now streaming options have exploded, giving consumers seemingly endless choices as to what to watch and when. Because of this fragmentation, customers are harder to find and target. The good news: as a result of our partnership with Simulmedia, Kochava’s mobile data now gives you the ability to track mobile consumers when they are active and analyze their TV viewing behavior for more precise targeting.

Mobile data can track anything a marketer desires to know about their audience, such as interests and behaviors, as well as when and where they were active. All this helps in knowing how to best reach audiences in the next campaign.

With Kochava’s mobile data combined with Simulmedia’s television viewing data, marketers can learn the following information for every type of mobile engagement, from download to in-app purchase:

• Which TV ads were viewed
• What show/episode was watched
• Demographic
• Daypart
• Channel
• Designated Market Area (DMA)
• Any conversion event you choose

As a TV marketer, you can apply this data to better understand your audience, target specific programs, and make more data-driven media buys. On the mobile side, marketers can measure a commercial’s impact on registrations, content views, and app installs.

Unlock the possibilities

Gain access to your brand’s mobile app data by first enabling a postback (a real-time data feed of app installs and in-app events) from Kochava to Simulmedia to begin receiving data on your behalf. After as little as one week, you’ll have enough data with which to create a target audience on TV and build a baseline you’ll need to observe and assess the impact of your next campaigns. (You also can use data from previous TV campaigns, too.) These insights are useful for modifying your target audience, messaging, and creatives.

Complete the marketing feedback loop

By applying mobile data, marketers responsible for TV advertising can understand the impact of television for their brand by measuring lift. Reporting will display the time of engagement after the TV spot aired, with the specific DMA, program name, channel, genre, and other data points. Simulmedia then uses this data for ongoing optimization to invest in more of the best-performing ad placements and make future campaigns better. In this way, your insights can become actionable.

Take advantage of this strategic partnership

Marketing teams that have acted in silos now have the ability to apply more robust data and make stronger, more impactful decisions together. It’s a smart move in joining two powerful mediums for greater audience reach. For more information, visit tvplusmobile.com.

About Kochava

Kochava Inc. is the leading mobile data attribution platform and host of the largest mobile data marketplace. The company provides secure, real-time data solutions to help customers establish identity, define and activate audiences, and measure and optimize all aspects of their marketing. Kochava provides enterprise brands with a consolidated Unified Audience Platform including data management and onboarding, cross-device configurable attribution, analytics, engagement, industry-leading fraud protection, and data enrichment. With a culture of customer-driven service and innovation, dedication to data security, and the most powerful tools in the ecosystem, Kochava is trusted by top brands to harness their data for growth. Headquartered in Sandpoint, Idaho, the company has offices globally. For more information visit their website www.kochava.com. Follow Kochava on social media: Facebook, Twitter, and LinkedIn.

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