MOBILE APP MARKETERS SHOULDN'T IGNORE THE BIGGEST SCREEN IN THE HOME

Summary from the TLDR Marketing newsletter

Connected TV (CTV) offers high-impact reach with nearly 50% greater exposure per impression than mobile. It enables precise audience targeting using behavioral and contextual data and supports testing of various creative formats to optimize performance. CTV campaigns can be optimized for cost per install and return on ad spend, with unified measurement across devices through third-party partners. Early tests show CTV can boost mobile conversions significantly, making it a full-funnel tool.