Samsung Ads CTV campaign drives 4x ROAS for Playtika mobile title
Samsung Ads and Playtika reported that a three-month CTV campaign for the mobile game Bingo Blitz achieved a 4x return on ad spend and a 60% reduction in cost per install. The campaign utilized Samsung's AI-powered performance buying tools and audience targeting across its CTV ecosystem to drive lower-funnel results.
Key Takeaways
- Bingo Blitz achieved 54% more impressions through efficient delivery via Samsung's Native Home UI and Gaming Hub.
- AppsFlyer attribution confirmed a significant lift in-app purchase engagement during the first seven days post-install.
- The pilot transitioned into an evergreen program that has now operated for nearly two years.
- Mobile Conversion Smart Audiences and real-time optimization were used to target high-value gaming segments.
Why It Matters
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.
Additional Context
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.
Read full article at advanced-television.com
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