Connected TV (CTV) as a performance channel has the potential to impact mobile user acquisition campaigns positively. In today’s digital landscape, embracing innovation can be the key to success. Marketers can gain a competitive edge and surpass their objectives by looking beyond the usual strategies. 

Whether for gaming or non-gaming apps, CTV presents a full-funnel solution to maximize reach with precise, contextual segmentation and the ability to track and measure campaign performance. A study conducted by eMarketer projects that by 2027, CTV devices will be present in 88.5% of households, indicating a significant increase in CTV’s influence on users in the coming years.

CTV as a Performance Channel

Connected TV initially leads many to perceive it only as an awareness channel. Nevertheless, CTV has much potential for mobile user acquisition (UA) and performance and has proved remarkably powerful and effective, just as it did for our Papaya CTV + UA campaign

CTV Advertising offers a unique blend of online advertising advantages with the expansive reach of television.

CTV Measurement

This is a key word in the Connected TV conversation. Unlike linear TV, it has progressed significantly, enhancing numerous tracking and analytics capabilities. It’s important to highlight that marketers are increasingly adopting a full-funnel approach to assess CTV campaigns’ overall impact on app installs rather than relying solely on last-touch attribution.

Connected TV plays an important role throughout the marketing funnel from the awareness to the loyalty stage. Smadex has been at the forefront of CTV advertising since early 2022, leveraging this powerful platform for brand-oriented campaigns and performance-based initiatives (to drive installs) using tracking by AppsFlyer and Adjust.

Learn more about CTV Attribution


CTV allows to target audiences based on device, genre, channel, and more. This makes it possible to present the audience with ads that are more relevant to their specific interests, thus increasing chances to drive installs. A good example is to segment audiences by targeting higher-end smart TVs and specific show genres in order to see a performance lift. 

In addition to its role in generating and supporting new installs, CTV also enables retargeting through home IPs. For instance, dormant users can be re-engaged by displaying follow-up CTV ads highlighting new game features they have yet to experience. This takes us to our next point.


When combining CTV and UA, consider Connected TV an extension of your UA campaigns. During our “Leveraging CTV for Growth” webinar, we asked the audience if they used their phones and multitask while watching TV, and 73% of them said yes. This is an example of how marketers can create synergies between the two channels by impacting users with a Connected TV ad while they are actively using their phones.

Marketers can leverage data from one channel to another and optimize their campaigns in many ways. For instance, gathering insights from user interactions with mobile ads and then retargeting those users with a CTV ad when they are at home, highlighting a different app feature, can result in new installs.


As the Connected TV landscape evolves, its potential for mobile user acquisition will only grow. By embracing this innovative channel, you can unlock new audiences, drive app installs, and gain a competitive edge in the ever-evolving mobile market for both gaming and non-gaming apps.

Get in touch if you want to get on board and start testing Connected TV as a performance channel. In the meantime, if you want to learn more, check out our success stories: