tvScientific partners with MetricWorks to boost ROI on CTV

The cord-cutter revolution has seen over 128M+ US viewers transition to watching TV via streaming services, representing 63% of all US TV viewing time. Because CTVs are by definition connected to the internet, this astonishing shift in consumer behavior has created a massive opportunity to democratize access to TV’s awesome power as an advertising medium, complete with self-serve capabilities and digital-like performance measurement. The tvScientific platform will play a major role in enabling millions of digital-first advertisers to participate in CTV advertising for the first time.

tvScientific has developed the most sophisticated CTV performance advertising platform, allowing businesses to prove out the power of TV advertising.  The platform simplifies and automates CTV buying and optimization, leveraging massive data to prove the actual value of TV advertising.  “Value is proved with ROI and this is why measurement down to the granular level continues to be the center of conversations when it comes to CTV,” said Jason Fairchild, CEO and co-founder of tvScientific.

With this partnership, tvScientific continues to enhance marketers’ ability to accurately gauge campaign effectiveness through incrementality measurement. Now, with MetricWorks, tvScientific can give marketers vastly improved performance visibility to CTV. This is due to the fact that the performance is incremental rather than last touch. MetricWorks has quite a bit of data about how wrong last touch can be when comparing performance across various traffic types, including tvScientific’s platform. Our partnership now rectifies this last touch issue and leads to improved ROI/ROAS for marketers.  “With the 108M streaming households market presence of CTV, digital marketers should be looking at CTV as another attractive performance channel in their daily marketing mix,” said Jason Fairchild, CEO and co-founder of tvScientific. “tvScientific’s partnership with MetricWorks will provide performance marketers with deep and comprehensive insight into campaign performance across platforms while proving that CTV has truly been undervalued due to limitations in last-touch attribution.”

MetricWorks is the leading provider of MMM-based incrementality measurement which closes the gaps in last touch measurement. MetricWorks’ incrementality MMP, Polaris, in particular, is a turnkey, drop-in addition that doesn’t require any extra SDKs, device IDs or heavy migration lift.  

With the significant market presence of CTVs, marketers should be looking at CTV as another attractive channel to boost their marketing ROI. This partnership between MetricWorks and tvScientific, makes it far easier than before for marketers to take full advantage of the CTV channel opportunity.  You get the best of both worlds with tvScientific’s self-managed solution coupled with MetricWorks’ fully automated, granular, daily incrementality measurement outputs that are tactically engineered for successful daily marketing effectiveness.

MetricWorks’ incrementality MMP, Polaris automates every step from designing experiments and calculating ground truth to training econometric models and deriving incrementality results. Incrementality is delivered in the form of the KPIs you rely on today including ROAS so that your UA or marketing decision-making processes don’t need to change. Polaris is also designed to offer an easy, turnkey “MMP experience” so that you can get started in 24 hours. No IDFAs or GAIDs. No migrations, no extra SDKs, and no heavy implementation lift. Polaris integrates directly with your last touch MMP to provide a single repository for side-by-side comparisons of your last touch and incrementality data. “Today’s digital marketer needs to have a holistic understanding of how each platform is performing in a marketing mix and MetricWorks is tactically engineered for successful daily marketing effectiveness,” said Brian Krebs, CEO and co-founder at MetricWorks. “We’ve seen CTV significantly undervalued by last-touch across our customers, often because the bulk of its impact is felt higher in the funnel. The partnership with tvScientific will enable marketers to apply performance marketing strategies to advanced television and leverage media mix modeling to drive ROI on an undervalued channel.” 

The full press release is available here.  If you are looking for an edge over your competitors that will elevate your marketing effectiveness, contact us today to see how easy it can be:

Meet Us At MAU Vegas

Well, it is finally the week of MAU and we are excited to meet you in Vegas! MetricWorks is proud to be a Gold Sponsor of MAU Vegas. There are many opportunities to meet our team and learn how you can close the gaps in your measurement stack with our MMM-based incrementality MMP, Polaris.

For a full listing of what MetricWorks is up to at MAU, visit MetricWorks At MAU22. Here are the quick highlights.

1) Don’t miss our MAU Speaking Session with our CEO, Brian Krebs on Wed, June 8th @ 11:40am in Terrace Ballroom 152. Brian will describe “Why It Is Time To Close The Gaps In Your Measurement Stack With MMM-Based Incrementality Measurement”

2) Drop by our Booth 644 to win fantastic daily prizes! Book a time to grab a drink with us.

3) Be among the first 50 to get an exclusive peek on our webinar at the very first Incrementality Industry Report. Sign up now for this exclusive webinar and the report that will follow.

4) Get our FREE GUIDE on How Marketing Mix Modeling Can Fill the Gaps of Attribution.

Hit us up with any questions or for a demo of Polaris at demo@metric.works. See you soon at MAU! 

How does incrementality enhance UA prediction and optimization?

When COVID-19 hit the world, digitalization skyrocketed. People had to find new ways to communicate, be entertained, and live their life from home. Brands also had to find new ways to survive, grow and interact with their customers. Just like that, the number of apps boomed and so did the competition. It won’t slow down any time soon. That’s why apps need to advertise successfully. Otherwise, it is difficult to differentiate from the competition and acquire new users.

So here’s the secret sauce for successful advertising: innovative UA driven by innovative measurement. Innovative UA provides the ability to make smart, and fast decisions today that outperform the competition tomorrow. This new type of decision-making is powered by prediction. Prediction itself is fueled by innovative measurement that is accurate, unbiased, granular and grounded in scientific methods that have been honed over many years. This type of measurement is known as incrementality.

What is incrementality?

You may have heard about incrementality and wondered what all the fuss is about.  Well, in the post-IDFA world, last touch is certainly a flawed and unreliable form of marketing measurement.  Fortunately, incrementality does not depend on IDFAs or GAIDs, or arbitrary attribution window. It is far more accurate than last touch or SKAN in powering your UA prediction and optimization.

 

Incrementality is the lift, in terms of any KPI (such as ROAS), over all other media spend plus organic demand. It’s really all that matters. If certain media spend is cannibalizing organic lift or overlapping with other media, true value can be significantly impacted.  

MetricWorks’ incrementality MMP, Polaris automates every step from designing experiments and calculating ground truth to training econometric models and deriving incrementality results. Incrementality is delivered in the form of the KPIs you rely on today including ROAS so that your UA or marketing decision-making processes don’t need to change. Polaris is also designed to offer an easy, turnkey “MMP experience” so that you can get started in 24 hours. No IDFAs or GAIDs. No migrations, no extra SDKs, and no heavy implementation lift. Polaris integrates directly with your last touch MMP to provide a single repository for side-by-side comparisons of your last touch and incrementality data.

Why are traditional MMPs and SKADNetwork not enough anymore?

The general issues with traditional MMPs and SKADNetwork is that they are built on the simplified yet flawed view of the world (see Fig. 2a below) and they ignore the fact that conversions are the product of a cohesive media mix (Fig. 2b below) rather than a single ad.

Last touch attribution ignores this complex reality, producing random results that are skewed toward self-attributing networks and dependent on arbitrary attribution windows. This has major impacts on business value. Due to this, UA optimization and prediction are also affected. 

In simpler terms, an inferior measurement signal results in inferior optimization and prediction. Tempr. is a fantastic prediction and automated optimization solution. However, to get the most out of your investment in Tempr., it is critical that you feed it a superior accurate signal tied to business value, namely incrementality. This ensures that Tempr. will make the best predictions and optimizations for you based on the best measurement inputs from MetricWorks Polaris.

Prediction: today’s decisions, with tomorrow’s data

The focus on the protection of personal information increases, but marketers still need to understand how to run successful ad campaigns. And we’ve great news: with prediction, marketers can get an accurate estimate of how their campaigns will perform, before wasting any budget or time. Even with limited data.

Where does prediction come from?

To be fair, prediction is no novelty for big app studios. Their teams usually design their own internal BIs. Most of them have data scientists working on predictions, because key decisions for the future should never be made blindfolded.

But here’s the thing. Any app studio, no matter the size, the language, the revenues, the structure, the MMP, etc., should have affordable and easy access to predictions. Not just the big guys. That’s why Tempr. – a predictive tool that adapts to each app vertical, and their KPIs – was created. Picture it: one big team helping UA Managers make today’s decisions, based on tomorrow’s data.

How does prediction work?

Prediction gives clarity on what’s going to happen next. The core principle is to use the past to predict the future

This marketing approach uses data science to forecast the strategies that are the most likely to succeed. In a simple way, here’s how it works:

1: Historical data mapping
The past is what we call historical data. On the graph below, each black dot represents the revenues made on a specific date.

2: Historical data understanding
The aim is to find trends, seasonality, and any other metrics that affected the past revenues – taking into account bids, budgets, traffic, app verticals, KPIs, etc.

3: Calculation
With machine learning, a mathematical formula that reflects the trends and seasonability of the graph in one curve is calculated. The objective is not to precisely follow each dot but come to a global result like the blue curve on the graph.

4: Data enrichment
The source’s data is enriched with data from MMPs such as MetricWorks for more accurate results.

5: Prediction
The prediction model powered by machine learning create thousands of scenarios with changing parameters and suggests the best bid-, budget-, and creative combination that will achieve the highest results (ROAS or CPE) in the future.

Fig. 3: How predictions work

Fig. 3: How predictions work

Benefits of prediction in UA
Now that the privacy era is on, Attribution and Measurement are more and more limited with SKAdNetwork. To make competitive decisions, mobile marketers need specific data. Not only yesterday or today’s data, but also tomorrow’s. 

UA Managers have to make assumptions on their users journey all the time. How active they will be, what type of events they like, and how much revenue they will generate. And since they don’t exactly know what to expect, they use A/B testing. Experimenting, testing, retesting, deleting. And wait to see what works, and what doesn’t. Which can be very costly.

However, when marketers associate predictions and A/B testing, they limit as much as possible the risks, the time-consuming guesswork and the loss of money along the road. Because prediction shows the successful path to follow, and adapts to the environment every day. And most importantly, Tempr.’s predictions give actionable insights.

 

More than just prediction: actionable insights

To predict the future is good. To recommend exactly what to do in order to achieve greater results? Even better.

Tempr. recommends campaign optimizations based on the predictions. The algorithms predict the combinations of bid, budget, and creative that will have the highest returns or that will decrease costs to achieve a certain event (first listening, download, etc.).

Marketers can finally drop the doubts and let predictions run the thousands of scenarios for them instead.

Fig. 4: Basics of Tempr.

Key takeaways

With prediction, apps increase their competitiveness, their efficiency, and ad campaign profitability. Mobile marketers can focus on what’s important: design better strategies, expand into new markets, and develop new features and apps. As predictive marketing fills in the information gaps left wide open by privacy rules, it’s now a vital practice to adopt.

How incrementality and prediction can work together

As we mentioned above, inferior measurement signal results in inferior optimization and prediction.  Incrementality’s superiority lies in its ability to model complex reality where media sources do interact, both beneficially and detrimentally, due to high audience overlap. Marketing can also both boost and cannibalize organic demand. Therefore feeding Tempr. with a superior incrementality measurement signal from MetricWorks ensures that your predictions and optimizations are far better than those derived from the SKAdNetwork signal.

In particular, as described in Fig. 5 above, with MetricWorks’ incrementality serving as the measurement signal, Tempr. will be able to more accurately identify situations where you might be underspending on a good media source or overspending on a bad media source.

Fig. 6: MetricWorks x Tempr.

The perfect partnership between Tempr. and MetricWorks

This recent partnership between Tempr. and MetricWorks offers mobile UA teams the best of both worlds with superior prediction and optimization by Tempr. being driven by superior incrementality by MetricWorks. “We’ve seen first hand the impact of poor mobile measurement. Therefore, our goal with MetricWorks Polaris is to provide true-north measurement that innovative UA-focused solutions like Tempr. can count on to deliver excellence to their clients in the post-IDFA era,” said Brian Krebs, CEO of MetricWorks.

To move towards a powerful predictive-data-driven decision model, it is crucial for marketers to have tools that provide an accurate understanding of how users interact with their apps. This partnership provides just that, giving marketers the ability to not only understand their app user behavior but to also take action on that information to improve their efficiency and maximize their ad revenues. Prediction-driven UA is undoubtedly linked with reliable data to start with. Therefore we are very happy about our partnership with MetricWorks that offers a very promising, and complementary technology to the well-known attribution platforms, helping mobile marketers to take the right decision,said Cloé Dana, CEO of Tempr.

Together, MetricWorks and Tempr. create the most efficient mobile UA solution on the market today. If you are looking for an edge over your competitors that will elevate your UA performance, contact us today to see how easy it can be:

Vincent Schmiedhausler
Sales Director at Tempr.
vincent@tempr.ai

Chris Hoyt
Chief Growth Officer at MetricWorks
chris.hoyt@metric.works

Get Your 2022 Off To The Right Start!

In the spirit of ushering in the New Year by trying new things to better ourselves, here is some info about how incrementality measurement can get you off to the right start and give you an edge:

1) If you are just hearing about incrementality and wondering what all the fuss is about, then here’s a quick explanation: https://www.metric.works/2021/02/19/what-is-incrementality/

2) Familiar with incrementality but want to know why incrementality can be trusted: https://www.metric.works/trusting-the-incrementality-model/

3) Well-versed in incrementality but curious about the onboarding steps for our incrementality measurement solution, Polaris: https://www.metric.works/polaris-client-onboarding/

Hit us up with any questions or for a demo of Polaris at demo@metric.works. May you enjoy a successful 2022! 

[Photo by Mohamed Nohassi on Unsplash]

Video: How To Apply MMM To Mobile Apps

While there seems to be considerable confusion out there about MMM (Media Mix Modelling), it is actually very relevant and applicable to mobile app marketing.  To hear more about how to apply MMM to mobile apps, and why MMM can be more easily applied to mobile apps than to CPG companies watch this conversation between Shamanth M. Rao and Brian Krebs (CEO of MetricWorks). Full video recording available below.

Thanks again to Shamanth Rao (CEO of Rocketship HQ) for hosting MetricWorks’ CEO, Brian Krebs on The Mobile User Acquisition Show.  This is an informative episode that explains why Last Touch/SKAdNetwork is NOT enough for successful post-IDFA measurement, how MetricWorks has seen first-hand the success of media mix modelling for mobile apps, especially at levels of scale far smaller than that of most CPG brands, in which space these models have traditionally been used.  In this episode, Brian describes some of the ways in which these models are specifically applicable to mobile marketing campaigns and argues that these measurement tools are not only useful post-IDFA, but also provide distinct advantages over other measurement tools used by mobile marketers. 

MetricWorks’ own measurement solution, Polaris also makes it easy for you to enjoy these distinct advantages.   It requires really low effort on your part and we can get you started in 24 hours. No need for device IDs, migrations, extra SDKs, or heavy implementation lift. Keep your existing KPIs and marketing processes. Polaris can even do a side-by-side comparison of your incrementality data versus your last touch data. It integrates directly with your last touch MMP to pull the necessary data into a single repository along with your incrementality data. Email us today for a demo

Measurement granularity is a major gap within SKAdNetwork and we’re glad to see The Mobile User Acquisition Show draw attention to this major issue. Our incrementality MMP, Polaris which can co-exist with SKAdNetwork, offers a comprehensive, granular and accurate alternative that addresses the following glaring issues with SKAdNetwork:

  1. SKAdNetwork leaves marketers with only 100 campaign IDs of granularity
  2. It does NOT offer a way to cohort KPIs by install date
  3. Critical post-install performance KPIs that are foundational to your mobile growth strategy today like retention, revenue, LTV, and ROAS, have disappeared and been replaced by a single conversion value with its own significant limitations.

Does your measurement plan address the above gaps?  Contact us today to discuss how our measurement solution, Polaris can boost the effectiveness of your marketing and help you stay ahead of your competition.

You can also listen to the full podcast on iTunes or view the episode notes at The Mobile User Acquisition Show.  Please submit your questions below.  We look forward to answering them and making the future of your measurement brighter!

Guest Blog: UA Adaptation in the post-IDFA world (By Hagop Hagopian)

It’s been almost two months since Apple enforced the IDFA depreciation and the ATT framework through iOS 14.5. Advertisers are freaking out about the loss of attribution data for their paid media investments. Basically, all iOS numbers are looking bad and every paid acquisition channel is reporting less install and post install numbers. In some cases there are more than 50% loss in post install reports. The new reality with all of its attribution data loss does not look surprising to us. Moreover, we have already found a solution that we’re pleased to share with you.

How to deal with attribution data loss and measure success?  

What’s interesting about the data that we are seeing is that most of the numbers are being attributed to organic. By looking at Organics and Paid ratio pre and post iOS14.5, we can clearly see that the paid numbers are constantly declining and organic numbers are rising. So, if you are an app owner, you shouldn’t freak out about it as you are still hitting the numbers the same way you used to. However, your marketing team that manages paid channels might be concerned because of not knowing which channels or campaigns are driving the results. 
 

What can you do to measure your success?

There are a couple of ways marketers are considering to identify success:

  1. Rely on historical data. For example, you know that Facebook or certain geos were constantly hitting your numbers. Therefore, unless you’ve made major changes in your app that caused a complete change of economy, it is fair to make the assumption that they continue to do so.
  2. Use incrementality to measure your paid media success. We know that we haven’t completely lost the data from iOS14.5+ because there’s still a rise in organic numbers. It is important to analyze which part of the UA activity is causing the rise, and this is where incrementality comes into play. Through incrementality measurements you will be able to tell what percentage of the increase of your organic numbers are driven by specific UA campaigns that you’ve launched.

     

Measuring KPIs (Key Performance Indicators)

It’s appropriate to aggregate both app events and marketing data at channel and country level and then measure the KPIs that each channel is driving. This way you don’t have to rely on last touch attribution or IDFA to measure the KPIs. All you have to do is relate the paid activities to organic numbers. Once you have the KPIs you will be able to tell which campaign, channel or geo is working better.

How to start today?

It would require a heavy investment in the data science team to analyze these numbers at a very granular level.  Therefore, be ready to invest a lot of time and resources to get there. However, there are some companies who are already measuring incrementality for post-IDFA deprecation and are able to split results within 24 hours. One of those companies is MetricWorks. We at Appvertiser have collaborated with them to help measure the  iOS14.5 numbers for one of our clients. With help from MetricWorks, we have been able to identify the underperforming and overperforming campaigns without relying on SKAD reports. Moreover, the client was able to see the results in a short period of time. Through MetricWorks, our client was able to continue to drive their UA investments without facing any issues and measure the success of their campaigns through the incrementality approach embedded in Metric Works Polaris. It is clear to us that this new privacy wave is here to stay and we expect Google to follow a similar path with Android phones. We at Appvertiser do believe that this is the future when it comes to UA measurement. Last touch attribution will be forever gone. For any marketing team out there, we highly recommend that you invest in your data science team and give them the needed support whether it means building it in-house or contracting top product vendors such as MetricWorks.

Appvertiser is a growth marketing agency for app developers and ecommerce companies. We have over ten years of experience in growth marketing and user acquisition, specializing in paid channels management, setting marketing strategies, and taking a data-driven approach to drive and unlock growth.

You can reach us at grow@appvertiser.ioWe look forward to your questions.

Thanks

Hagop Hagopian
CEO & Founder of Appvertiser