Samsung Ads CTV campaign drives 4x ROAS for Playtika mobile title

This campaign demonstrates that Connected TV has evolved from a top-of-funnel awareness tool into a viable performance channel capable of competing with social and search for user acquisition. By integrating AI-driven audience targeting with direct attribution via AppsFlyer, Samsung Ads is positioning its hardware ecosystem as a critical bridge between big-screen engagement and mobile revenue. For the broader streaming market, this shift signals that platform owners can capture high-margin performance marketing budgets previously reserved for mobile-first ad networks. Watch for whether other TV manufacturers launch similar AI-powered performance buying tools to attract gaming studios facing rising costs on traditional social platforms.

The broader industry is seeing a surge in US CTV ad spend as brands increasingly demand the same level of granular measurement and conversion tracking on television that they have historically expected from digital and mobile advertising. As competition intensifies, programmatic competition intensifies across the ecosystem, while CTV measurement consolidation remains a key hurdle for advertisers seeking unified performance data. As performance TV advertising budgets continue to grow, brands are increasingly prioritizing direct sales outcomes over traditional reach metrics. Recent CTV advertising growth highlights how the industry is pivoting toward these experimental performance models, supported by causal multi-touch attribution models that provide better clarity on ROI. The rise of ACR market growth is further enabling these precise targeting capabilities, while unified measurement strategies help brands reconcile fragmented data across platforms.