Marketing agency Quaid Media said it has booked 10 times more airtime for its clients to promote mobile apps through TV advertising in the first half of 2015, compared with the whole of 2014.

The company secured 12,000 TV spots in eleven countries over the past six months, reflecting “the increasing budgets being spent not only by large app companies, but by medium and smaller sized companies too”.

According to Quaid, more companies are now looking at running sophisticated marketing campaigns for their apps across a range of platforms, including mobile, web, TV and print.

“For many developers, TV advertising may feel out of reach, but the reality is that it’s less expensive and less complex than they think,” said Volker Dressel, MD.

Dressel attributed the rise in TV advertising for apps on a number of factors, including the increasing cost of performance and install based advertising, making companies look at other forms of marketing, and “finding that TV fits into their budget”.

Dressel added that high profile TV campaigns run by some of the really big app companies have “encouraged others to try TV for themselves, which in turn is influencing more and more companies to see if it can work for them”.

Popular mobile game Candy Crush maker King reportedly plans to have 50,000 TV spots this year alone, while the creators of ‘Game of War: Fire Age’, ‘Heroes Charge’ and ‘Clash of Clans’ together spent around $16 million for 30 second ad slots at this year’s Super Bowl.

Quaid said its campaigns vary locally and internationally, with “no two campaigns alike”, and the average spend per campaign totals at $65,000.

The majority of companies it works with tends to target US consumers, with Germany, the UK, France and Brazil some of the other popular markets.

At an event earlier this year, Dressel said he didn’t recommend TV ads to everyone, stating that Quaid looks at click through and retention rates, “the kind of key performance indicators everyone should measure, and then see if it makes sense”.