Summary
Keep abreast of the latest trends in Connected TV (CTV) and Over-the-top (OTT) ecosystems. As a pioneer in CTV ad measurement, both CTV-to-CTV and CTV-to-mobile, Adjust provides key insights on leveraging CTV as a performance channel for mobile apps. Learn how to harness CTV's assisting power in conversion paths, and effectively measure and demonstrate its value with strong return on investment (ROI), turning CTV into a measurable and impactful advertising medium.
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Connected TV (CTV) offers a new channel for mobile app UA with high CPMs ($35-$65) but lower conversion rates. It's best for mid-to-large studios with high LTV apps targeting US audiences. Measurement challenges persist due to cross-device attribution gaps. CTV can complement mature mobile strategies but requires significant budget ($30-50K) to test effectively.
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Scaling a gaming app to 1 million users requires AI-driven user acquisition with personalized creatives and playable ads, cross-platform storytelling, and influencer collaborations. Retention relies on adaptive content, community building, localization, and deep linking for seamless re-engagement. Hybrid monetization combining IAP, subscriptions, and ads with dynamic pricing optimizes revenue. Advanced analytics and predictive insights enable real-time campaign optimization. Decision-makers should prioritize AI and machine learning for UA and retention, implement deep linking for frictionless user journeys, and leverage data-driven monetization strategies to sustainably scale and retain a large player base.
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