GoNoodle improves app discoverability with Fire TV ads
Launched in 2013, GoNoodle engages 14 MM children every month with movement and mindfulness videos created by child development experts. This content, which features songs, dance, yoga, stretching and more, helps teachers and parents to keep children entertained and motivated.
As a media and entertainment company dedicated to empowering kids, GoNoodle is challenged with competing in an industry dominated by larger companies with strong brand recognition. Therefore, GoNoodle collaborated with Amazon Ads to increase brand awareness and discoverability of its app, as well as generate high-usage app installs at a low cost.
GoNoodle used Sponsored Display on Fire TV to help boost awareness and installations of its app. Fire TV ads allow advertisers to promote apps, films and TV programmes to relevant audiences based on interests. Through the self-service-advertising console, advertisers can create these ads, monitor performance and adjust campaign settings post-launch to maintain budget efficiency.
Amazon Ads helped GoNoodle build a campaign to engage audiences interested in family content, and its ads were shown in the high-visibility “Sponsored” row on the home tab of Fire TV. This above-the-fold placement allowed GoNoodle to display its content as part of Fire TV’s native interface. The advertising team monitored the campaign and adjusted settings, such as audiences, along the way to help achieve optimal performance.
Overall, GoNoodle’s campaign helped increase the cumulative reach (the number of unique users exposed through the campaign) of its app, leading to greater discoverability. The app received more than 33.7 MM impressions during the three weeks for which the campaign ran. The CTR (click-through rate) was 0.37% and the app installation rate was 0.20%. The cost for high-usage installations was low, and awareness and engagement metrics, such as impressions and app installations-to-click ratio, also aligned with GoNoodle’s expectations.
Based on the campaign results, GoNoodle considers TV, and specifically Fire TV ads, a good fit for their brand marketing strategy.
Sponsored by Amazon