When we first tested CTV for app marketing, our performance team laughed. "You can't click a TV ad." But six months later, CTV was our most efficient brand awareness channel, feeding our retargeting pools with high-quality users who converted at 2x the rate of cold audiences. Sometimes the indirect path is the most efficient one.
Why CTV for App Marketing?
CTV offers unique advantages:
- Premium environment: Trusted, brand-safe content
- High attention: Full-screen, sound-on viewing
- Precision targeting: Household-level data
- Incremental reach: Cord-cutters unreachable elsewhere
- Brand lift: Strong awareness impact
CTV Targeting Capabilities
Demographic
- Age, gender, income
- Household composition
- Education level
Behavioral
- Purchase behavior
- App usage patterns
- Content preferences
- Device ownership
Contextual
- Content genre targeting
- Specific show/channel
- Daypart optimization
The Second Screen Opportunity
70%+ of CTV viewers use their phone while watching. QR codes and "search for [app name]" CTAs drive immediate action. Don't treat TV and mobile as separate—they're often simultaneous.
Creative for CTV
TV creative differs from mobile:
Format Requirements
- 15s and 30s standard lengths
- 16:9 aspect ratio
- High resolution (1080p minimum)
- Audio essential (not optional)
Creative Strategy
- Brand first, response second
- Memorable visuals and audio
- Clear app name pronunciation
- Simple CTA (search, QR code)
Don't Repurpose Mobile Video
Mobile video ads designed for 6-second attention spans feel cheap on TV. CTV viewers expect TV-quality production. Budget for proper CTV creative or don't bother.
Measurement Challenges
CTV attribution is harder than mobile:
- No click-through path
- Household vs individual viewing
- Cross-device matching required
- Delayed conversion windows
Attribution Approaches
- IP matching: Household-level attribution
- Device graphs: Connect TV to mobile devices
- Lift studies: Exposed vs control groups
- Search lift: Brand search increase correlation
When CTV Makes Sense
- You have brand awareness goals
- Your mobile UA is saturating
- You need incremental reach
- Your app appeals to broad audiences
- You can invest in quality creative
Connect the Screens
ClicksFlyer helps you understand how CTV exposure influences mobile app installs, connecting the big screen to your performance metrics.