3 MINUTES BULLSHIT WITH GEORGE #8: TV Commercial as an Offline Channel for Apps & Games with Sergey Yavetsky

Episode #8 of 3 MINUTES BULLSHIT WITH GEORGE featured Sergey Yavetsky, Founder of Lines Motion, Birch.Studio, TargetSummit and many other interesting projects. We discussed cases when apps do or don't need TV commercials.

You can listen to the full episode here:

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Sergey Yavetsky, Founder of Lines Motion, Brich.Studio, TargetSummit and many other interesting projects. Lines Motion is the Digital agency & Production Studio. Birch.Studio is the premium Production Studio focusing on TV commercials. TargetSummit is a mobile products, marketing and growth hacking conference.

Sergey shares his experience as the Founder and CEO with the TV commercials role for apps and games.

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel.

Connect with Sergey and his companies here:

Timestamps:

00:00 Dance

00:14 Sergey’s Introduction

00:44 TV commercial as an offline channel for apps and games

03:01 Bloopers

Transcript & Key takeaways from the episode:

There are several things you have to take into account before planning to launch a TV commercial.
First, if you have a solid offline & online business inside your app you shall launch a TV campaign, because that's a huge market for you and there are many new users, who you can’t reach via paid UA.
Second, if your apps are in such categories as maps, horoscopes, video or photo editors, you don’t need TV commercials at all, because TV is not working for these categories. You can find your target audience via other channels like user acquisition.
Third, if you reach a limit via a performance marketing campaign and you have a really high CPI, CPO or CPA for the new users and you don't know where you can acquire the new users a TV campaign is a good channel, because there you can find the users that you never reach via paid UA.

George: If you are an app or game app, shall you do TV commercials and when?

Sergey: That's a good question. So you need to understand three things that I want to explain to you.

The first thing - if you have strong offline and online business inside your app you should prepare a TV campaign, because that's a huge market for you and there are a lot of new users, who you can’t catch in the performance marketing side. For example, it's like full delivery services, e-commerce like Amazon. Also subscription models apps like Spotify and other streaming music platforms.

The second point, you need to understand that you don't need to prepare a TV campaign for apps like maps, any horoscopes, any type of video and photo editors because that's not needed. Because it's a different channel for the performance marketing campaign and TV is not working for that side.

And third reason is if you burn all the channels for the performance marketing campaign and you have a really high CPI, CPO or CPA rate for the new users and you don't know where you can pick up the new users a TV campaign is a good channel because there you can find the users that you never see in internet.

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