Blog Series: The Status of View-Through Attribution (Part 3)
👋 Welcome back to our mini blog series on View-Through Attribution! If you missed part one (our interview with marketing analytics platform Singular) or part two (interview with Kochava), you can find the blog post here or here respectively.
In the third part of our blog series on View-Through Attribution, we asked one of our demand partners – Jampp – about their opinion and thoughts on the topic. Leandro Zeballos, Product Manager at Jampp, had some interesting stats to share with us.
Why do think advertiser are still skeptical about VTA ?
Jampp: We were also skeptical about the impact that an un-clicked ad impression could have on in-app events and installs. So we decided to develop an app from scratch for the sole purpose of testing View Through Attribution and the impact of ad impressions on conversions. We created it from scratch because it was the only way to ensure:
- No “external” influence from other marketing channels (TV ads, P2P, News)
- Zero brand awareness
- No organic activity
- Unless one manually searches for the app’s full name, it can’t be found in the app store.
We published the app on the Google Play store and started running ads for it.
What did you find?
We found that 28% of users installed the app after seeing the ad, even though they didn’t click on it. Which convinced us that VTA, in conjunction with Last-Click Attribution, adds valuable insights and deeper accuracy to the app marketing measurement efforts but most importantly it shows that ad impressions (even when not clicked on), have value.
Why do you think VTA hasn’t been widely incorporated/ accepted yet?
Jampp: There’s a fear of cannibalizing organic traffic. The risk of cannibalization has more to do with the VTA window than with using VTA. Unfortunately, following industry influencers (mainly Facebook and Google) few companies offer the flexibility to work with shorter VTA windows, and for many apps, the standard 24hs window does run a high risk of cannibalizing organics.
So what do you think the standard VTA window should be?
Jampp: For us, the issue is not (only) the window length, but also assuming it can be the same for every app. There are different factors which affect how accurate VTA measurement can be over time, for example the creative type: Typically, video allows for a wider VTA window than display ads, most likely, because the format tends to generate higher brand lift & recall.
As an industry, how can we generate more trust in this attribution system?
Last click attribution comes from a time when impression level data was rare. VTA is not the perfect answer, we believe we should work towards multi-touch, that being said with the current state of technology VTA is what’s allowing advertisers to see the real impact of their marketing efforts. If you only focus on the last-click, you are letting this “action” cannibalize all the previous actions that helped nudge a user towards the desired app event (install/ purchase/ etc). With last-click attribution, the incentive lies in developing technology to claim the last click rather than focusing on finding the best ways to impact the user journey to purchase.
The challenge is not generating trust in this system, but rather developing a multi-touch attribution system advertisers can trust.
We will be back next week with more third-party opinions about View-Through Attribution and a blog post on the topic from Chartboost’s Chief Strategy Officer, Pepe Agell. Stay tuned! 👍