CTV and Mobile UA: a channel of choice

What you will learn in this white paper

In a constantly evolving digital landscape, Connected TV (CTV) is becoming an increasingly strategic channel for advertisers. This white paper takes an in-depth look at the intersection of CTV and mobile user acquisition, outlining the opportunities, methodologies, and best practices for activating this channel within a performance-driven strategy.

Defining CTV and its global adoption

We start by setting the foundation: what exactly is CTV, how does it work, and how does it differ from traditional linear TV or cable? The white paper also explores the evolution of CTV adoption worldwide, with key figures by region (North America, Europe, Asia, Africa) and insights into the main OTT services such as Netflix, Hulu, and Disney+.

This global overview helps clarify where the real opportunities lie for brands, particularly those looking to expand their mobile acquisition strategies. Understanding the broader ecosystem is critical to successfully connecting CTV and mobile UA in a coherent, efficient, and scalable approach. This section also includes a clear mapping of the key players (publishers, aggregators, HVOD and AVOD platforms) and a structured overview of the CTV advertising ecosystem.

Combining CTV and mobile UA: key benefits

CTV and mobile UA are no longer separate worlds. Today, Connected TV has become a powerful lever for driving mobile growth, and this section explains why.

You will discover how CTV:

• Captures attention on the big screen in a less saturated environment than mobile.

• Provides access to premium inventory, often perceived as more trustworthy and engaging by users.

• Enables advanced targeting capabilities (contextual, geographic, behavioral, first-party data) to reach highly specific audience segments.

• Creates strong synergies with mobile UA through TV-to-mobile mechanisms such as QR codes and deep linking.

• Bridges branding and performance by acting as both an upper-funnel and drive-to-install channel.

The white paper also shares recent data on the impact of CTV campaigns on key performance indicators, including CPI, install rates, retargeting efficiency, and brand lift. A solid understanding of these benefits is essential to integrating CTV into a truly data-driven mobile acquisition strategy.

Managing CTV campaigns for app marketing

Moving from theory to execution, this section explains how to effectively manage a CTV campaign focused on mobile acquisition, from setup to optimization.

You will learn:

• Which DSPs are commonly used to buy CTV inventory (The Trade Desk, DV360, Moloco, etc.).

• How to choose between direct buying and programmatic buying via DSPs.

• Which ad formats are available and how to implement reliable tracking methods using MMPs, QR codes, and post-view attribution.

• How to leverage cross-device targeting to reach the right users at the right moment.

• The most common pitfalls to avoid to protect performance and budgets, such as excessive frequency or inaccurate attribution.

This section provides the operational keys to aligning CTV and mobile UA within a measurable, data-driven, and results-oriented framework.

🎨 Creative best practices for CTV

A successful campaign also depends on creative execution tailored to the CTV environment. Sitting at the crossroads of TV branding codes and mobile performance requirements, CTV creatives must capture attention quickly and guide users toward action.

This section covers:

• Technical requirements such as duration, aspect ratio, and file weight.

• Creative best practices for CTV, including short-form storytelling, clear calls to action, QR code integration, and adaptation to the viewing context (living room, large screen, multi-user environment).

• Common creative mistakes to avoid, such as visual overload, weak connection with mobile, or missing branding elements.

Strong creative execution is a cornerstone of effective CTV and mobile UA strategies, as it directly influences both engagement and conversion rates.

Whether you are a mobile marketer exploring new acquisition channels or an advertiser curious about the performance potential of Connected TV, this white paper provides the strategic and operational insights needed to activate CTV and mobile UA with a performance-first mindset.

👉 Ready to take your user acquisition to the big screen? This guide is built for you.