At Pocket Gamer Connects Helsinki 2016, Richard Downey, Global New Business Director for Mobile at The Specialist Works, gave a talk on using TV advertisements to drive large-scale UA campaigns.

"We are working really hard on developing a way of using television that feels as close to the digital experience as people are familiar with," said Downey.

Optimising and rethinking

Instead of studying a metric of reaching a certain demographic, The Specialist Works focuses on converting the advert views to installs.

"No marketer in the mobile world would ever think that the strategy that you start with will be the strategy that you end with," said Downey, referring to the company's ability to analyse its TV campaigns to determine how effective it is.

You can see all our videos from Pocket Gamer Connects Helsinki 2016 in this YouTube playlist.