Driving mobile acquisition through TV campaigns

June 26, 2019

Many mobile marketers tasked with driving user growth or acquisition find themselves in a similar situation. They have maxed out on digital channels like social and search, and they need to find another channel that reaches audiences at scale. Television offers that reach and scale and it also provides surprising advantages over popular channels like Facebook and Instagram. 

Recent reports show that your dollar doesn't go as far as it used to across paid social and search campaigns. Competition across digital platforms is leading to pricing inflation, meaning your dollar now buys you 40% fewer impressions on Facebook than it did just 3 years ago (Nanigans - Quarterly Global Facebook Advertising Benchmark Report). And due to compounding quarter-over-quarter increases on Google search CPCs, your dollar buys you 10% fewer clicks than it did just 1 year ago (Merkle Digital Marketing Report 2017-2018).

TV can offer both reach and scale to deliver new users at a lower marginal cost, rivaling these digital platforms.

Turo taps into the power of TV

Last month, our CEO Philip Inghelbrecht presented on this topic at MAU Vegas with Turo’s Director of User Acquisition, Adam Miller.

The presentation highlighted how Turo was able to leverage Tatari’s data and analytics platform to test and optimize different creatives and networks. Turo was also able to test National-local airings and take advantage of Fire-sales with Tatari's advanced measurement and buying strategies. These, mixed with other buying strategies, allowed Turo to test smaller buys at a fraction of the price until they had strong enough results to confidently scale up to premium airings.

Additionally, Adam talked about how Turo started to see exciting results after testing into different streaming channels. With both linear and streaming TV in their media mix, TV is now the second largest performance channel for Turo.

You can watch the full presentation and get the full details on how Turo mastered the science of scale by clicking below. Download our white paper on how to drive mobile acquisition with TV campaigns here.

Amit Sharan

I run marketing at Tatari and have the world's cutest french bulldog.

Related

The Long and Short of Duration: Which TV Spots Perform Best?

Here at Tatari, we use a data-driven approach to make recommendations around duration. In this article, we share our findings and recommendations for creative duration.

Client Feedback: If you can measure it, you can improve it

We’ve seen significant improvements across many areas in our bi-annual survey. In this article, we share some highlights from the survey.

Sponsorships and Integrations: Influencer Marketing for TV

TV sponsorships and integrations are the pinnacle of modern-day influencer marketing, aligning brands with the events and personalities about which their target audiences care most deeply.