AppsFlyerTurn streaming into measurable growth with AppsFlyer and Roku
Summary
The article presents CTV as a dominant advertising channel in 2025, citing Nielsen data that streaming represents 44% of US TV time, with 72% of TV viewing ad-supported and nearly half on streaming platforms. Global open programmatic CTV ad spend reached $5B in Q1 2025, up 10% year over year. In Europe, 86% use CTV, with UK spend projected at £2.94B by 2028 and Germany seeing 32% channel volume growth.
AppsFlyer reports CTV-to-mobile installs nearly doubled between August 2024 and January 2025. The core opportunity lies in cross-channel measurement, addressed by AppsFlyer’s new integration with Roku, the #1 streaming platform in the US, Canada, and Mexico (90M+ households). This integration provides unified attribution across CTV and mobile, capturing impressions, clicks, installs, in-app events, revenue, and video engagement.
It enables closed-loop optimization, allowing advertisers to tie Roku ad exposures directly to mobile app performance. Key capabilities include cross-device attribution (linking household-level ad views to individual device actions), QR code attribution (frictionless TV-to-mobile conversion), and the ability to drive new app installs and complement mobile campaigns. Use cases are supported by testimonials from Fliff and Brigit, reporting strong CPA and ROAS.
For ad ops decision-makers, the integration offers a single source of truth for TV and mobile spend, enhanced audience building, and precise optimization, turning streaming engagement into measurable business outcomes.
Analyst Note
This article signals a critical shift: CTV is no longer just a branding channel but a measurable performance engine. The AppsFlyer-Roku integration closes the attribution gap that has long hindered CTV ad spend optimization. What’s notable here is the cross-device capability—tying TV impressions to app installs and in-app events across mobile and CTV.
This directly addresses the fragmentation problem that UA teams face when trying to connect upper-funnel TV exposure to lower-funnel conversions. In the current privacy-constrained environment (e.g., Apple’s ATT, signal loss), household-level CTV identity offers a deterministic link that complements probabilistic mobile attribution. The practical impact for UA managers is significant: they can now apply the same ROI-based optimization to CTV as they do to social and search, using familiar MMP workflows.
For monetization teams, the ability to measure CTV-to-mobile installs opens new inventory monetization opportunities through app promotion. The timing aligns with CTV ad spend acceleration—Q1 2025 saw $5B in global programmatic CTV spend, up 10% YoY. Roku’s 90M+ streaming households provide a massive, high-attention inventory pool that was previously opaque.
This integration essentially turns Roku into a performance channel, leveling the playing field against walled gardens.
You Might Also Like
AppsFlyerDriving ROI through a storm: 2023 app trends & C-level predictions
The article discusses how mobile marketers can navigate 2023's economic slowdown, privacy changes, and post-COVID cooldown. Key insights include shifting from growth to profitability, prioritizing retention, diversifying channels, and adopting new measurement frameworks (SKAN 4.0, MMM, incrementality). Data shows apps spent $80B on UA in 2022 (5% YoY drop), iOS installs grew 16%, and non-gaming IAP revenue rose 20% while gaming fell 16%. Experts stress agility, LTV focus, and CTV growth.
AppsFlyerHow banks measure marketing ROI across every channel: Paid, owned, and app
Banks lack unified attribution for owned channels (email, SMS, push), web, QR codes, and re-engagement, causing budget misallocation. Omnichannel attribution connects all touchpoints to deposits and loans, revealing that owned channels can be 2-3X more cost-efficient than paid ads. Cross-device journeys (e.g., mobile ad to desktop conversion) remain invisible in single-device attribution. Banking-grade compliance (SOC 2, ISO 27001) is maintained. Ad ops decision-makers can optimize budget allocation by comparing true cost per deposit/loan across channels.
AppsFlyerOmnichannel Analytics Explained
Omnichannel analytics unifies customer behavior and campaign performance across mobile, web, CTV, and AI search into one identity, one attribution model, and one ROAS number. The core problem: a single customer seen on three surfaces becomes three users, inflating performance and corrupting attribution, LTV, and retention. Stitching channel reports into one dashboard is not unification—each channel keeps its own attribution logic, so conversions get double-counted and upper-funnel spend looks unproductive. For ad ops leaders, the takeaway is that identity resolution (deterministic plus probabilistic, privacy-safe) must happen at the data layer before any dashboard exists. Platform choice hinges on surface coverage, identity resolution, compliance, incrementality testing, and migration support.
AppsFlyerWhy banks lose mobile customers (and how deep linking wins them back)
Over 75% of banking app users drop off after first session due to friction. AppsFlyer's Deep Linking Suite preserves user intent by routing customers directly to relevant in-app experiences from any entry point: web, QR codes, SMS, email, or app. Deferred deep linking ensures non-app users reach the intended destination after installation. Deep linking improves day-30 retention by 110% with personalized onboarding. For ad ops, this reduces wasted ad spend by connecting campaigns to actual conversions like account funding.
AppsFlyerHow to ASO like a PRO: The App Store Optimization guide
App Store Optimization (ASO) is crucial for increasing organic app downloads and reducing user acquisition costs, especially with IDFA deprecation. ASO involves optimizing metadata (title, description, keywords), visuals (icons, screenshots, videos), and leveraging user reviews. Key differences exist between Apple App Store and Google Play Store (e.g., keyword duplication handling). Regular updates, A/B testing, and seasonality are essential tactics. Top 3 search positions capture most downloads, making ASO a high-ROI strategy.
AppsFlyerGrowth unlocked: AppsFlyer and Google uncover the true impact of Google Ads
AppsFlyer and Google have launched a joint iOS attribution solution leveraging Google's Integrated Conversion Measurement (ICM) to close measurement gaps caused by privacy changes. The solution enriches signal coverage, validates conversions via proprietary algorithms, and provides a unified, privacy-centric view in AppsFlyer's dashboard. Early adopters saw dramatic improvements, including a 138x increase in install volume and 50x more subscriptions for Zutobi. Ad ops decision-makers should prioritize implementing the integration to regain lost visibility and optimize iOS campaign performance.
TikTokThe AI Uprising in Advertising: TikTok is Leading the Charge | TikTok For Business Blog
TikTok's full-funnel automation, integrating creative, media, and measurement, addresses fragmentation in AI tools. Brands using Smart+ and GMV Max see improved ROAS and CPA. Case studies show Naturium achieved 3.5x ROAS, PHLUR 191% higher ROAS, and Leatherman 97% revenue increase. Symphony and Content Suite enable scalable, authentic content. The key is pairing automation with strategic storytelling.
AppsFlyerCreative optimization: Why your best video ad fails as a static image
AppsFlyer’s 2026 creative data shows video and static image ads reward opposite creative qualities, so ad ops teams should plan, budget, and test them separately. Video spend is concentrating: gaming’s top 2% of video creatives captured 60.7% of spend, up from 53.5%, while image spend spread out. Top spenders are testing far more variations, widening the testing gap. Action/Strategy and Puzzle/Lifestyle show format-specific tone and social-proof reversals; Finance is the exception. Teams should use AI-assisted variation, analyze video winners deeply, keep broad image testing, and measure performance at attribute level.
More from AppsFlyer
Creative optimization: Why your best video ad fails as a static image
AppsFlyer’s 2026 creative data shows video and static image ads reward opposite creative qualities, so ad ops teams shou...
Cracking the 2026 Holiday Season: A Data-Backed Playbook for Marketing Leaders
Q4 2026 planning should treat peak shopping as a compressed event, not a week. Black Friday/Cyber Monday purchase lift r...
Omnichannel Analytics Explained
Omnichannel analytics unifies customer behavior and campaign performance across mobile, web, CTV, and AI search into one...
Web Gaming: The untapped path to lower CPI and boost ROAS
Mobile CPI and app store fees are eroding ROAS, making web gaming a viable acquisition channel. Full Unity-to-HTML5 port...
Introducing AEO Attribution & ChatGPT Ads: Measure Every Customer AI Is Sending You
AppsFlyer now attributes AI-driven app traffic on both sides of the funnel: earned organic discovery across 8 AI answer ...
Cross-channel marketing analytics: how it works in 2026
Cross-channel marketing analytics isn't about putting Meta, Google, and TikTok numbers side by side—they often double-co...