The news: Samsung Ads rolled out a new performance offering, Mobile Conversion, aimed at helping gaming advertisers drive app installs by targeting high-intent viewers on Connected TV (CTV). The tool uses AI and machine learning to identify likely mobile downloaders and connects CTV ad exposure to real-time app behavior—bridging the gap between screens.
- In early testing, Samsung reports Mobile Conversion exceeded 7-day return on ad spend (ROAS) targets by up to 150%.
- The system dynamically adjusts bids and creative based on real-time engagement signals.
- It works in tandem with mobile measurement partners like AppsFlyer and Adjust for full-funnel attribution.
The advantage: Samsung’s wide device footprint—covering both smart TVs and smartphones—offers a powerful base for the product. According to the company, three in four U.S. households have at least one Samsung device. The tool also runs on premium inventory like Samsung TV Plus, which saw a 60% YoY jump in viewing time.
Though first designed for gaming, Samsung Ads plans to expand Mobile Conversion into other verticals, including travel, QSR, finance, retail, and entertainment. Upcoming tools like Web Conversion CPA and TV Conversion CPA will further build out Samsung’s performance marketing suite.
Why it matters: Samsung’s closed-loop system that maps CTV impressions to mobile installs across its ecosystem offers a tangible solution to advertiser demand for CTV measurement.