Advertise your Mobile App with Television to Build Awareness
My family is pretty typical when it comes to downloading mobile apps. We’ve downloaded games, apps to track our kids allowance amounts, photo editing apps – you name it. And with every passing day I’m willing to bet that I’m missing out on something really cool – and why is that? Finding an app that you’d like can be like approaching a giant haystack, yelling into it and asking the best needle to step forward. In other words, in the great growing pile of “this is the best app in the world,” how do you get the real winners to step forward when you don’t exactly know what you are looking for? Answer – app builders who want to differentiate and put a jolt into growth need to go the traditional advertising route to build awareness, but in a simplified fashion.
You’ve seen those ads during national television broadcasts for a few select mobile gaming apps. Back in 2015, Clash of Clans, Game of War and Heroes Charge spent approximately $16 million on the Super Bowl. Here in 2017, we are seeing Arnold Schwarzenegger aplenty with Mobile Strike. The top games are pouring millions into large national broadcast audiences and probably seeing great success – much of which came from humble beginnings and a good deal of organic growth. But not all app developers can rely on organic growth alone, and some of the best ideas of little funding and even less desire to turn over control of the company to someone who does have funding. Some of the best mobile app builds are likely a tree falling in the forest with nobody around to witness if a sound is made.
I ask aloud – have any of you mobile developers looked into a single market where advertising isn’t outrageously expensive to give a jolt to “organic growth?” Let’s ask this another way and in a simple example –
You just released a gaming app meant for primary school aged kids. If I told you that you could buy 30 seconds on TV networks (channels) like Nickelodeon and Disney in Phoenix tonight for what is close to the price of a few tanks of gas – would you do it? How about if you knew Phoenix was also the 5th largest city in the U.S. It shouldn’t be a matter of if… but how much!
I hope a few of you just fell out of your chair (and once you get up, click to this site to be contacted by someone who can help you buy this and about 80 other networks in various cities across the U.S.) Cable television targeting is growing in sophistication due to not only the number of networks, but also the geographic targeting of specific parts of cities (yes, you may not have to buy an entire city to be on TV – there may be parts with more of your target audience you are looking to reach.)
No matter if you are developing a sports app (think ESPN, NBC Sports), a pet lovers app (Animal Planet anyone?) or something politically based (CNN, FOX News) – there are countless options that with some smart production and a savvy media partner can make awareness for your app explode. Especially when over 70% of TV viewers are doing what at the same time- going online, and typically with a mobile device on hand. It’s a pure direct response mechanism for your app.
Don’t take my word for it – take a page out of start-up mattress company Tuft and Needle’s decision to relocate from San Francisco to a large media friendly market (Phoenix which is affordable and accessible) – growth can be meteoric when you are able to invest money into your great story and deliver it to the right places.
Don’t wait until a competitor’s app who you see is less than yours takes advantage – get on it. It’s all about awareness!
About the Author
Dan Glicksman is Sr. Manager of Lead and Demand Generation for Cox Media where he is responsible for helping develop and execute strategies that drive sales qualified B2B leads to all of its local markets across the US. An ambidextrous ambivert and self-described skeptical optimist, Dan relishes the fact that he, as a generation X'er, has outscored every millennial colleague on various “How Millennial Are You” type tests.Follow on Twitter More Content by Dan Glicksman