Maximizing conversion rates (CVR) and publisher ad yield with Device Link

Publishers with premium owned and operated ad inventory face significant challenges in receiving proper credit for the conversions they drive across multiple connected devices. As consumers increasingly use a variety of devices throughout their conversion journey, accurately tracking and attributing conversions becomes complex. This fragmentation makes it difficult for publishers to demonstrate their true impact on sales and other outcomes for their advertisers. Traditional tracking methods often fail to capture the full picture of a consumer’s path to purchase.

Better Conversion Rates and Ad Yield With Device Link

Comprehensive backtesting has demonstrated a consistent enhancement of 8 to 10% in reported outcomes when integrating Device Link into a publisher’s outcomes measurement strategy.

A detailed analysis conducted for a leading publisher, specifically a CTV original equipment manufacturer (OEM) with owned and operated inventory, examined campaigns from two separate advertisers. The additional conversions identified through Device Link revealed incremental attribution increases of 9.5% for the first advertiser and 10.6% for the second.

Activating Device Link for Advertiser Campaigns

Are you a publisher or platform with premium owned and operated inventory? Is your outcomes measurement strategy coming up short in capturing the full value you deliver to your advertisers? To learn more about Device Link and how it can improve reported conversion rates on your premium inventory, contact our team today.

Already a client of Kochava for Publishers? Device Link is available now. To request more information about enabling Device Link on your account, contact support@kochava.com.

Mobile gaming attribution insights from Kochava + TikTok for Business

You’re at the command center of a vast digital battlefield, where next-gen tech coordinates targeting algorithms with unprecedented precision, and privacy shields transform how victories are measured. This isn’t a scene from your favorite strategy game—but the reality facing gaming marketers as 2025 approaches. With billions of players preparing to enter the arena, the quest for measurable return on ad spend (ROAS) has never been more complex—or more critical.

A winning combination for marketers

Are you exploring connected TV (CTV) for performance marketing? LG Ad Solutions, one of the world’s largest smart TV platforms, is revolutionizing CTV advertising with outcomes-based measurement powered by Kochava. With this partnership, brands can move beyond brand awareness to measure the tangible impacts of their campaigns, making LG Ad Solutions the ultimate choice for performance-driven marketers.

Performance Marketing Meets CTV With Kochava Outcomes Measurement

Through LG Ad Solutions’ collaboration with Kochava, advertisers gain access to robust performance metrics across LG’s proprietary inventory. For brands in verticals such as quick service restaurants (QSR), fintech, travel, and hospitality, CTV advertising with LG Ad Solutions offers the ability to drive actions like mobile app installs, in-app purchases, and website visits.

Kochava’s measurement tools support a variety of ad types on LG Ad Solutions, including:

• CTV Video Ads
• LG Smart TV Native Ads
• Cross-Device Video Ads

Advertisers already using Kochava as their mobile measurement partner (MMP) can seamlessly integrate CTV campaigns to measure and track all relevant conversions. Whether your goal is driving mobile app installs, in-app actions, or website visits, Kochava’s outcomes measurement platform ensures comprehensive tracking and precise attribution across devices and screens.

Best Practices for Maximizing Campaign Success With LG Ad Solutions and Kochava

1. Consult With LG Ad Solutions on Campaign Goals

Align with LG Ad Solutions’ team early on to define your objectives, metrics, and expected outcomes. By working closely with the experts at LG and Kochava, you can set up accurate measurement configurations tailored to your goals.

2. Optimize Audience Targeting

Utilize LG’s proprietary ACR data and first-party targeting capabilities to reach highly relevant audiences. Leveraging advanced audience segmentation allows you to deliver ads that resonate deeply with viewers.

3. Enhance Cross-Device Integration

To drive engagement across multiple devices, incorporate a cross-device strategy that extends CTV campaigns to mobile, web, and other digital touchpoints. This cohesive approach reinforces messaging and captures audience attention beyond the TV screen.

4. Track All Conversion Touchpoints

Measure conversions across all possible channels—LG TV apps, mobile apps, and websites. With Kochava’s SDK, advertisers can track same-screen conversions from CTV ads and cross-screen conversions on mobile and web. This enables advertisers to capture the full impact of CTV campaigns and accurately calculate return on investment (ROI).

5. Adjust Attribution Settings for CTV

Given the longer engagement window often associated with CTV ads, consider extending the impression lookback period beyond 24 hours. For reengagement campaigns, enabling impression-based reengagement can further improve tracking of post-install events. These adjustments, available through Kochava, help ensure optimal performance measurement.

Realizing the Full Potential of CTV With LG Ad Solutions and Kochava

With CTV advertising on the rise, brands can leverage LG Ad Solutions and Kochava to unlock unprecedented value from their campaigns. Kochava’s advanced measurement capabilities combined with LG’s extensive reach enable advertisers to achieve outcomes that go beyond impressions—driving tangible business growth and ROI.

By aligning your campaign objectives with best practices and integrating Kochava’s comprehensive measurement tools, your CTV campaigns with LG Ad Solutions can become a powerful driver of performance. Explore the potential of LG Ad Solutions and Kochava today to bring your brand’s vision to life across connected screens. Contact us to start the discussion.

How Snap’s Upgraded Integration Works

With this update, Snap leverages the attribution technology of independent mobile measurement partners (MMPs) to power modeled attribution on their campaigns. The Enriched SAN label is applied to any SAN partner that leverages Kochava technology to power modeled attribution.

As a self-attributing network, Snap receives app install and in-app event payloads from advertisers who configure a Snapchat integration through their Kochava account. Snap’s attribution API makes a first-party SAN claim against conversions where there’s a definite match to Snapchat ad activity.

Separately, Snap now syndicates all ad impression and click data to Kochava. If no first-party SAN claim is available, Kochava performs modeled attribution on encrypted data—logging an attribution match if available. In the attribution waterfall, first-party claims from Snap’s direct attribution API always supersede modeled attribution claims.

The combination of first-party attribution claims directly from Snap and modeled attribution claims powered by Kochava provide the most holistic multi-touch attribution reporting for Snapchat campaigns.

Additional SAN partners will activate Enriched SAN integrations for modeled attribution in the future.

What Kochava Clients Need to Know

Once modeled attribution is deployed in January, the Enriched SAN integration for Snapchat is on by default for all Android apps with live Snapchat campaigns. For advertisers running iOS campaigns on Snapchat, please contact your Client Success Manager or support@kochava.com to ask for guidance on necessary updates within reconciliation settings for Snap’s Partner Configuration and Privacy Profiles for your iOS app(s).

If you’re setting up a Snapchat campaign for the first time, please refer to this support documentation.

To be alerted to important product updates and partner changes, please subscribe to our customer newsletter.

Market Context

Streaming services have become as essential to U.S. households as holiday decor, with a staggering 99% subscribing to at least one service. However, this widespread adoption comes with challenges. Rising subscription costs and fierce competition have led to high churn rates—45% have canceled a streaming subscription in the past year (Forbes). This is likely to increase following the holiday season, when consumers tighten their belts and become more selective.

Amid this dynamic market, streaming services must walk a tightrope, offering compelling content while keeping subscription costs in check. The key is strategic marketing initiatives that serve up personalized content recommendations, exclusive releases, and targeted promotion to retain user bases and attract new subscribers.

Key Insights From the Guide

Streaming app marketers can unwrap these golden nuggets of streaming wisdom:

Leveraging First-Party Data

Use first-party data to create ad creatives that resonate with consumer preferences. This allows for more personalized and impactful advertising campaigns tailored to specific audience behaviors—including incorporating holiday wishlists.

Programmatic Advertising

Expand reach beyond the usual suspects (Google, Meta) to zero in on high-quality users through programmatic advertising. By accessing a network of over five million apps worldwide, streaming services can efficiently connect with new audiences via targeted, real-time bidding.

Optimizing for Value

Focus on attracting higher-intent viewers who are more likely to stick around after the holiday decorations come down, optimizing the pathway from impression to paid subscription or sustained engagement. Quality over quantity.

Seamless Onboarding

Make signing up for a service smooth by offering frictionless registration and streamlined onboarding processes, particularly during the hectic holiday season. A seamless journey from install to play enables new users to dive into their desired content quickly—making them less inclined to ghost you after the holiday spirit fades.

Incrementality Testing

Measure the true impact of campaigns with incrementality testing to accurately assess campaign effectiveness and help understand the true impact of advertising efforts. Then optimize accordingly.

Holiday Marketing Implications

Deloitte’s forecast predicts a 16% increase in spending on experiences rather than goods this holiday season. For streaming apps, this is like finding an extra present under the tree.

App marketers can leverage this trend for holiday streaming success by

• Curating and promoting content that resonates with the holiday spirit, such as exclusive holiday movies, series, or live events
• Implementing early promotions and targeted campaigns to capture the attention of holiday shoppers
• Offering limited-time promotions or special holiday bundles to provide value to cost-conscious consumers

Adobe’s holiday guide emphasizes the importance of personalization in enhancing the festive viewing experience. By leveraging consumer data, streaming services can tailor content recommendations and marketing messages to individual preferences. Personalized suggestions, whether for holiday movies or winter-themed playlists, can position streaming apps as the preferred destination for festive entertainment, fostering a sense of comfort and joy this holiday season.

Measurement Strategy

In the multi-device world of modern streaming, comprehensive and adaptable measurement across platforms is a must. Kochava offers a unified approach to measure user actions from mobile, CTV, gaming consoles, and more. The secret? Rich metadata and full-funnel event tracking, illuminating the full user journey. During the holiday season, when viewing habits fluctuate and competition intensifies, these measurement strategies become even more foundational for capturing and retaining audience attention.

Identity resolution is key to understanding how users hop among devices like reindeer between rooftops. Kochava’s IdentityLink® helps marketers create comprehensive user profiles, enabling optimized campaigns and personalization strategies across platforms.

The guide emphasizes the need for a clear attribution plan to ensure comprehensive measurement of omnichannel marketing efforts, leading to informed decisions and enhanced user experiences:

• Align on campaign goals
• Account for same-screen and cross-screen attribution
• Stay aware of factors like privacy settings and lookback windows

Are you a streaming app marketer who could use a hand measuring all devices and platforms your users engage with? Kochava offers holistic app measurement & attribution solutions for media & entertainment.

Download the Guide

Ready to unwrap the gift of holiday streaming success this season? Get the 2024 Streaming Apps Mobile Marketing Guide and fill your marketing stocking with expert insights. With proven strategies perfectly suited for the unique challenges of holiday marketing, this guide is your ticket to standing out in the crowded streaming landscape during the most wonderful time of the year. Don’t leave your app out in the cold—download the guide now and embark on your journey to streaming stardom.