Quaid Media: TV advertising of mobile apps surges
Quaid Media, the Berlin and LA-based specialist that helps developers market their apps via TV advertising, experienced an upsurge of interest in its TV ad service for mobile apps. The company said that during the first half of 2015, it booked ten times more airtime for clients compared to the whole of 2014, resulting in some 12,000 ad spots.
Quaid Media has seen a x10 increase in the number of TV spots advertising apps in 2015 versus 2014
Quaid attributes this growth to small and large app companies increasing their budgets and re-evaluating TV advertising as part of their strategy. Volker Dressel, Managing Director, Quaid Media, explains:
“For many developers, TV advertising may feel out of reach, but the reality is that it’s less expensive and less complex than they think. There are three significant factors in the big increase we’ve seen. Firstly, the rising costs of performance and install-based advertising has made companies look to other forms of marketing, and they are finding that TV fits into their budget. Secondly, the high profile TV campaigns run by some of the really big app companies have encouraged others to try TV for themselves, which in turn is influencing more and more companies to see if it can work for them. Thirdly, companies that already have effective user acquisition strategies and are expanding their product portfolio, are turning to TV as a platform for brand building which is what TV excels at.”
Whilst most app makers have been choosing more traditional routes to advertise their product, Quaid Media has tapped into TV to help expand user reach and discover emerging user acquisition channels. For the last 10 years, the company has been creating and running TV campaigns for mobile products for both local and international marketers. Quaid says that the most popular target markets are the US, Germany, UK, France and Brazil and average campaign spending is $65,000. Josh Rinsky, VP Sales and Marketing, Quaid Media, adds:
“We are seeing a noticeable trend of clients seeking to run TV campaigns in synch with other digital marketing activity, especially mobile advertising and search, YouTube and video, plus other traditional media including outdoor advertising. Research has shown that when used in combination like this, TV actually improves the effectiveness of other media. So it suggests not only are companies spending more on TV advertising for apps, but that they are spending more on app marketing in general.”
Indeed, Quaid Media seems to be on the right path with game makers such as King announcing plans to launch 50,000 TV spots this year.