Samsung Introduces Mobile Conversion for Gaming on CTV: Transforming Connected TVs into App Downloads
Samsung Ads has introduced a groundbreaking solution that bridges the gap between connected TV (CTV) and mobile app downloads, specifically for gaming apps. This innovative offering, known as Mobile Conversion for Gaming, is set to transform the way advertisers approach performance marketing.
The solution leverages interactive TV ad formats such as QR codes and remote control-based interactive ads on connected TVs, allowing viewers to scan or interact with ads on their TVs using their mobile phones. This integration creates a seamless path from TV viewing to mobile app engagement or download, thereby bridging the engagement gap between these two platforms [1].
One of the key features of Mobile Conversion for Gaming is its emphasis on cross-device attribution and household-level insights. By tracking the user journey from TV ad exposure through to the mobile app download, advertisers can accurately attribute installs and conversions to their CTV campaigns. This approach helps make CTV a performance channel rather than a passive branding channel [1].
In beta tests with gaming advertisers, Mobile Conversion achieved a 150 percent index on Day-7 return-on-ad-spend (ROAS) benchmarks compared to prior campaigns, underscoring its potency as a conversion channel, especially during a time when mobile-to-mobile user acquisition has become increasingly saturated and expensive [2].
Samsung Ads' innovative solution also includes a creative-optimization engine that selects and serves the ad variant best matched to each viewer's preferences. This engine, coupled with the use of proprietary machine-learning models that identify viewers with high install propensity, optimizes bids and creative in real-time [1].
The solution is not limited to the gaming industry and is planned for expansion into verticals such as travel, quick-service restaurants, retail, financial services, and broader media and entertainment [2]. Integrations with leading mobile measurement platforms such as AppsFlyer and Adjust close the loop, attributing each install back to its originating TV exposure [1].
By reallocating a portion of its mobile budget to Mobile Conversion, one game publisher not only achieved higher install rates but also gained clarity on how TV and mobile worked in concert [1]. Samsung's closed-loop device graph offers a robust alternative to deprecating third-party cookies, maintaining targeting precision under tightening privacy norms [1].
Samsung Ads' Mobile Conversion for Gaming represents a pivotal inflection point in advertising, bridging the long-standing divide between brand storytelling on television and direct-response engagement on mobile. It signals that CTV can—and should—play a central role in performance marketing strategies [3].
In the future, Samsung plans to introduce Web Conversion CPA and TV Conversion CPA solutions, completing a full suite of cross-screen conversion offerings [2]. With its AI-driven approach, premium inventory, and privacy-first targeting, Samsung's Mobile Conversion for Gaming is poised to revolutionize the way advertisers approach cross-screen performance marketing.
Sources: [1] Samsung Ads. (n.d.). Samsung Ads' Mobile Conversion for Gaming. Retrieved from https://www.samsung-ads.com/blog/samsung-ads-mobile-conversion-for-gaming/ [2] Mobile Marketing Magazine. (2021, March 10). Samsung Ads launches Mobile Conversion for Gaming. Retrieved from https://www.mobilemarketingmagazine.com/content/samsung-ads-launches-mobile-conversion-gaming [3] AdExchanger. (2021, March 10). Samsung Ads' Mobile Conversion for Gaming: A Pivotal Inflection Point in Advertising. Retrieved from https://adexchanger.com/platforms/samsung-ads-mobile-conversion-for-gaming-a-pivotal-inflection-point-in-advertising/
- Samsung Ads' Mobile Conversion for Gaming utilizes cross-device attribution and household-level insights to enable advertisers to track the user journey from television ad exposure to mobile app download, transforming connected TV into a performance channel.
- The innovative technology behind Samsung Ads' Mobile Conversion for Gaming includes a creative-optimization engine that selects ad variants based on viewer preferences, and proprietary machine-learning models that target viewers with high install propensity, optimizing bids and creative in real-time.
