Connor Kernochan, Head of Apps and Games at Vibe, discusses strategies for measuring CTV as a performance channel for mobile app installs. The interview highlights the use of incrementality testing and integration with existing measurement tech stacks to attribute conversions to CTV campaigns.
The shift from viewing CTV as a pure branding play to a measurable performance channel allows mobile marketers to justify higher budget allocations for the living room screen. By plugging into existing tech stacks, streaming inventory can finally be compared directly against social and search on a cost-per-install basis. This integration reduces the fragmentation that has historically plagued cross-device measurement. As more advertisers demand proof of ROI beyond simple reach, the industry's reliance on third-party attribution partners will likely intensify. Watch for whether these incrementality methodologies become the standard requirement for all premium streaming inventory buys in 2027.
Vibe is implementing new CTV performance attribution strategies to bridge the gap between branding and mobile conversion. By utilizing incrementality testing and integrating with measurement partners like AppsFlyer and Adjust, the platform allows advertisers to validate how streaming ads drive specific actions, enabling mobile marketers to justify larger budget allocations.
Vibe uses incrementality testing, including geo lift tests and ghost bid methodologies, to compare conversion rates between control groups and exposed viewer groups.
Vibe integrates with measurement providers including AppsFlyer, Adjust, and Singular to allow CTV data to sit alongside mobile and email KPIs.
It solves the attribution credit loss typically associated with CTV's position at the top of the marketing funnel, allowing advertisers to prove ROI beyond simple reach.
Vibe partners with 550 streaming apps, including premium inventory providers like Hulu, Peacock, and HBO Max.
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