For years, linking TV advertising to mobile performance (such as app downloads or purchases) was a guessing game. But with the evolution of CTV, advertisers can now tie TV ad exposure directly to mobile actions, bridging the gap between the biggest screen in the home and the smallest.
CTV penetration is higher than ever. Eighty-eight percent of U.S. households now watch CTV, and according to a 2023 survey conducted by Samsung Ads, 70% of smart TV users interact with their mobile device while watching television. As a result, the possibilities for seamless engagement across devices are enormous.
With 80% of US adults wanting personalized ads across multiple touchpoints, CTV has become a linchpin for driving measurable omnichannel results, making it an essential tool in today’s mobile-first performance marketing landscape.
Here’s how CTV is driving mobile engagement and the critical role OEMs (original equipment/smart TV manufacturers) play in driving CTV to mobile performance.
OEMs: the leading player in multi-channel attribution
OEMs are emerging as key partners in driving mobile outcomes, thanks to their direct relationships with large audiences and unique insights into consumer behavior.
With more than half of U.S. households owning smart TVs and an average of 17 connected devices per home, OEMs are giving advertisers unprecedented access to first-party data from signed-in viewers across multiple platforms. This data is essential for cross-channel attribution, allowing advertisers to track how consumers interact with TV ads and then take action on mobile.
By integrating their app with a mobile measurement partner (MMP), advertisers gain even clearer insight into post-campaign performance, with unified metrics across platforms and devices. For example, Samsung Ads combines proprietary data from extensive device usage with insights from MMPs to help advertisers drive direct conversions through mobile apps.
In a recent campaign, a mobile game publisher partnered with Samsung Ads to accelerate app installs and in-app purchases. By targeting high-intent viewers with first-party data, the gaming company reduced cost per install (CPI) by 90% and saw app installs increase tenfold. This type of measurable success underscores CTV’s ability to deliver tangible, measurable performance results.
AI-powered optimization drives mobile engagement
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AI and machine learning (ML) are revolutionizing CTV advertising by enabling real-time campaign optimization to specifically drive mobile engagement. Pairing CTV ads with mobile retargeting can dramatically increase mobile conversion rates – retargeting alone is responsible for 35% of app marketing conversions.
When a user views a CTV ad, AI-powered solutions can retarget the user with personalized content on their mobile device, creating a seamless experience across devices. For example, if a segment of users interacting with a CTV ad converts regularly on mobile devices, AI can find similar users on other platforms and retarget them, driving additional app installs or purchases.
This approach takes advantage of the initial interest and significantly increases the chances of mobile conversion. AI tools can also improve app discovery and use predictive analytics to expand audiences, driving mobile KPIs like app installs and purchases.
The future is here – but choose your partners wisely
CTV is much more than just a brand awareness tool; it is a performance-oriented channel that delivers measurable results on mobile. Not all platforms are created equal, and advertisers need partners that can provide substantial first-party data, AI-driven optimization, and reliable attribution.
By working with forward-thinking partners, brands can unleash the full potential of CTV, transforming cross-device engagement into meaningful results. As the mobile-first landscape continues to evolve, those who embrace the possibilities of CTV will not only adapt to change; they will set the standard for the future of performance marketing.
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