Presentation delivered at the Digital Marketing Show 2015 by Anne-Catherine Goulby, Quaid Media.

1. Using TV Advertising to
Grow Installs as Part of an
Effective Cross-Channel
Marketing Campaign
Anne-Catherine Goulby
Business Development Manager
Quaid Media

2. Anne-Catherine Goulby
Business Development Manager
Quaid Media
Anne-Catherine.Goulby@quaidmedia.com
Quaid Media is part of freenet digital, a
subsidiary of the Freenet Group
(FNTN.DE) - Germany’s largest
independent telecom provider.
With offices in Berlin and Los Angeles,
Quaid Media has over a decade’s
experience of driving user acquisition in
mobile.

3. Quaid Media gives app marketers the opportunity to reach new
audiences beyond existing user-acquisition channels
For the first time we make it affordable for app marketers to unlock
the reach and brand-building power of TV and other emerging user-
acquisition channels

5. “TV is still the most powerful business driver
for advertisers at driving key performance
metrics. TV networks’ premium online video
properties deliver higher levels of ROI”
MarketShare, Evaluating TV effectiveness in a changed media landscape,
2015

6. No other medium has the scale and reach of TV,
watched by up to 72% of the population every day

7. Performance advertising may lead to more immediate
conversions, but television is unbeaten when it comes to
building up sustained brand awareness

8. time spent each day consuming media

9. time US TV vs. Digital Video Ad Spending, 2011-2017
billions and % change
Note: *includes broadcast TV (network, syndication & spot) & cable TV; **includes advertising that appears on desktop and laptop computers as well as mobile phones and
tablets; data through 2011 is derived from (AB/PwC data; includes in- banner, in-stream (such as pre-roll and overlays) and in-text (ads delivered when users mouse-over relevant
words) Source: eMarketer, March to June 2013

11. TV boosts online search activity by up to 35%, with the
effect radiating across social media channels

12. PwC, Advertising payback – is TV advertising still effective?, 2008
http://www.pwc.co.uk/assets/pdf/advertsing-payback-may2008.pdf
Nearly Half of TV’s sales effects are delivered after the
first year of investment

14. creative ads are 94% more effective than
rational or informative ads

15. We use an average of three different screen combinations
every day

16. Multi-screening doesn’t reduce ad recall

17. TV advertising shouldn’t be an either/or decision for
companies. TV should be just one part of a marketing
mix alongside digital, mobile, print, experiential, social
and direct response
TV often plays the role of anchoring broad multi-channel
campaigns, and it has been shown that TV actually
boosts the effectiveness of other channels when used in
this way

18. case studies

19. strategy game station mix
Overall iOS Store not ranked 544
Games iOS Store 590 133
Games-Simulation iOS Store 105 26
Games-Strategy iOS Store 62 12
Overall Amazon not ranked 191
Games Amazon not ranked 285
Games Google Play not ranked 317
Strategy Google Play 36 16
Target Markets : UK
Spend : $40k US
Timing : Burst I 10/15-10/18; Burst II
11/1-11/2
Effective CPI : $3.61
“Strong performance matching solid CPI with very good monetization”
– Game Publisher

20. puzzle game station mix
Target Markets : US
Spend : $50k US
Timing : Burst I 12/26 – 12/31
Effective CPI : $2.77
“Our first UA TV campaign with Quaid drove really helped amplify our marketing
message…”
– Game Publisher
Overall iOS Store 205 70
Games iOS Store 178 34
Games-Puzzle iOS Store 28 8
Games-Board iOS Store 9 4
Overall Amazon 129 29
Games Amazon 83 22

21. entertainment app station mix
Target Markets : DE
Spend : $20k US
Timing : Burst 12/27 – 12/28 ’14
Effective CPI : $1.60
“This drove 12.500 installs during Christmas time, which converted into high quality
users”
– Quaid Media

22. example of campaign performance

23. Anne-Catherine Goulby
Business Development Manager
Quaid Media
Anne-Catherine.Goulby@quaidmedia.com
www.quaidmedia.com
thank you.