Summary
This article highlights CTV (Connected TV) advertising as a growing channel distinct from mobile UA. CTV devices include smart TVs and gaming consoles, while OTT refers to streaming services like Netflix. CTV ads should leverage narrative, emotional impact, and show app usage on devices to drive post-view actions, unlike mobile ads that prioritize direct interaction.
Best practices include: building stories around characters, using device frames or POV footage to demonstrate app usage, evoking emotions early, and focusing on 1-2 key messages. Experimentation with intrigue can also be effective. Industry data shows CTV ad investment grew from $9B in 2020 to $13B in 2021, with projections doubling by 2025.
The article encourages integrating CTV into marketing mix to extend reach and maximize campaign impact.
You Might Also Like
AppsFlyerHow to use ChatGPT to market your app [50+ prompts]
ChatGPT transforms marketing by accelerating research, ideation, and content creation. It aids in market analysis, competitor research, feature brainstorming, and ASO optimization. Marketers can leverage it for efficiency while maintaining strategic oversight.
AdjustHow mobile app marketers should approach CTV | Adjust
CTV has become performance-ready for app marketers. Recent acquisitions (Fox/Roku, Walmart/Vibe) signal a shift to self-serve, measurable channels. Marketers can reuse existing UA creative instead of producing TV ads. QR codes drive direct response, but halo effects often matter more. Start with small, additive test budgets and measure assists/incrementality to understand true impact. CTV offers a way to find incremental users and diversify beyond paid social.
AppLovinElevate Your App Marketing with AppLovin’s Performance-Based CTV Advertising
AppLovin introduces performance-based CTV advertising on AppDiscovery, enabling app marketers to buy CTV inventory on a CPI basis. This allows them to reach 93% of US internet users across FAST apps and 3,000+ channels. The platform automates and optimizes campaigns, provides transparent analytics, and includes creative services from SparkLabs. Marketers can now scale app growth across all verticals with cost-effective, trackable CTV campaigns.
AppLovinPaid User Acquisition: An Overview for Mobile Marketers
Paid user acquisition via social, search, programmatic, and influencer ads drives app growth. AppDiscovery simplifies campaigns with ML optimization, CPI-based CTV ads, and creative support from SparkLabs, helping hit KPIs efficiently. Key insight: leverage automation and data-driven targeting for profitable, scalable UA.
Liftoff(Vungle)7 Playable Ads Best Practices for Mobile Apps
Playable ads boost engagement beyond mobile games. Align creative with app experience, keep it simple, reward users, and use specific CTAs. Study data to optimize campaigns for better retention and ROAS.
Liftoff(Vungle)5 Creative Advantages of Long-Form Mobile Video Ads
Long-form video ads (31-60 seconds) can outperform short ads by 18-48% in conversions, offering narrative storytelling, detailed user experience demos, engagement opportunities, bottom-funnel targeting, and brand building for mobile campaigns.
MolocoInside Moloco's CARA: the AI that compounds
The open internet presents unique challenges for performance advertising: fragmented identity, closed first-price auctions, and non-stationary supply. Moloco's CARA compound architecture tackles this with six integrated technical domains—Campaign Automation, Supply, Ad Recommendations, Bidding, Creative, and Signals—running on a unified ML infrastructure. Key insights for ad ops: the system continuously learns from every interaction, uses knowledge distillation to serve real-time predictions under 10ms latency, and validates improvements through rigorous live experiments. In 2025, 65 validated model updates reduced CPA by 17% and improved ROAS by 27%. The key takeaway: compound AI architectures that connect prediction, bidding, creative, and data can unlock measurable performance gains beyond walled gardens.
AdjustAdjust x OpenAI Ads Manager integration for ChatGPT Ads | Adjust
Adjust now supports ChatGPT Ads measurement, enabling advertisers to attribute installs and post-install events from campaigns within ChatGPT. The integration provides URL templates for clicks and impressions, and uses the Conversions API to report conversions back to OpenAI. Advertisers can configure the module in Adjust by entering API credentials and mapping events. This allows tracking of key metrics like impressions, clicks, spend, CTR, CPC, and CPM, making ChatGPT Ads a measurable, data-driven channel for user acquisition.
More from AppLovin
Why pursue TikTok? A vision for economic expansion
The blog highlights the strategic rationale for a TikTok merger, emphasizing the performance advertising gap where TikTo...
Examination of e-commerce data practices
The article examines how identifiers like those from Google and Facebook flow across e-commerce sites via standard integ...
Performance Advertising: How we drive value and handle data
AppLovin explains its AI-driven advertising platform, Axon 2, which has quadrupled ad spend to a ~$10B run rate. The eng...
A Note from Our CEO: Discussing Web Advertising Opportunity and Unpacking Pixels
AppLovin CEO Adam Foroughi refutes a short report questioning its e-commerce ad business and pixel practices. He highlig...
10 tips for user acquisition on a budget
User acquisition on a budget is achievable through a mix of organic and low-cost paid strategies. Key tactics include op...
How app technical health impacts LTV—and what to do about it
Performance issues like crashes and slow load times directly reduce user retention and LTV. With 60% of users uninstalli...