2015 was a watershed year for app advertising on TV, with around $16 million being spent between Clash of Clans, Game of War and Heroes Charge at the Super Bowl.

Contrary to popular opinion, the death of TV as an advertising medium has been greatly exaggerated, as this trend continued towards the end of the year as app developers employed the services of celebrities from Christoph Waltz to Arnold Schwarzenegger and even TV’s Incredible Hulk, Lou Ferrigno, to promote their titles on TV. As the industry invariably matures, here are the 5 key trends that we think will shape TV app advertising in 2016.

A recent piece of insight from mobile marketing consultancy Fetch on the correlation between TV advertising and app downloads has also shown that “app installs in the viewing area of a TV commercial offer uplifts ranging from 56 percent and 74 percent for individual TV ads. TV exposure continues to have an effect on app installs after the TV ad, with 24 percent increase in installs for the subsequent 10 minutes and 20% increase in installs for the subsequent 30 minutes after the TV ad was shown.”