NEW YORK: Further evidence of the symbiotic relationship between television and smartphones comes in research findings that show mobile app installs increasing by up to 74% after a TV ad is shown.

Fetch, a mobile ad marketing company, matched TV campaign delivery data to corresponding first-party data to see those mobile actions which correlated to TV ad delivery. And to properly identify the uplift in mobile actions, it created a baseline – in this case the five minutes prior to the TV ad airing – of what would be expected to happen if the TV ad hadn't been present.

The study – TV Uplift Dual Screen Optimisation – reported that mobile app installs increased between 56% and 74% following individual TV ads.

"TV advertising can be the final tipping point to push potential app users to progress into their journeys to becoming app customers, because we've targeted the audience at precisely the time that they are more prone to installing the app," the report said.

It also found that the effects continued after an ad had been viewed, with a 24% increase in installs in the subsequent ten minutes falling to a 20% rise in the following 30 minutes. The positive impact lasted up to two hours.

"TV activity creates a significant and instantly measurable dual screen response in mobile, for both creating app downloads and causing mobile purchases," said Dan Wilson, head of data at Fetch.

"TV response on mobile is most effective with short duration, high impact targeting, four-plus ads within a 2 hour period," he told Mobile Marketer. "But this is not a flat effect and advertisers should aim to be as agile and reactive in TV planning and buying as they are in digital channels."

A more unexpected discovery was that the greatest impact on app installs came not at prime time but between midnight and 1am, when there was a 650% increase in app installs; prime time between 6pm and 7pm was the second most effective period.

Data sourced from Fetch, Mobile Marketer; additional content by Warc staff