AppsFlyerTurn streaming into measurable growth with AppsFlyer and Roku
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.
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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.
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