Partners to Measure Impact of TV Ads on App Installs

TV ad tracking specialist wywy and mobile app measurement platform AppsFlyer have teamed up to enable app companies to directly measure the impact their TV ads have on app installs in real-time.

wywy's real-time television ad detection data will be integrated into AppsFlyer's TV attribution tool, to create real-time insights into a TV campaign's effectiveness. wywy will then deliver data through its TV monitoring network, which detects an ad the instant it airs. The resulting information will be made available to AppsFlyer, which will attribute credit to the TV network for driving an install.

By continuing to track the user's post-install activity within the app, AppsFlyer will enable advertisers to measure the value generated by the TV campaign, compare it to all other channels in a single real-time dashboard, and optimize accordingly.

Andreas Schroeter, wywy's COO and co-founder, says the partnership heralds the first reliable way to attribute a TV ad's effect on app downloads 'accurately and in real-time'. Oren Kaniel, AppsFlyer's CEO and co-founder, adds: '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'.

Web sites: www.wywy.com and www.appsflyer.com .