Samsung unveils mobile conversion for gaming, transforming Connected TV into app installs
Samsung Ads has unveiled a groundbreaking solution, Mobile Conversion for Gaming, designed to bridge the gap between connected-TV (CTV) viewing and mobile game downloads. By leveraging AI and machine learning, this innovative technology identifies viewers on Samsung smart TVs who are highly likely to download mobile games and connects their CTV ad exposure with real-time mobile app behavior.
Bridging the Gap with AI and Samsung's Ecosystem
The key to this solution lies in Samsung's extensive device footprint, with three-quarters of U.S. households owning at least one Samsung device. This extensive reach allows for mapping CTV impressions to mobile installs with household-level data, providing a closed-loop tracking across Samsung’s ecosystem.
The system also employs AI-powered prediction to identify viewers with a high likelihood of installing a game based on viewing and interaction patterns. CTV ad exposure is then connected to actual app download behavior occurring on mobile devices, enabling precise attribution in real-time.
Optimizing Performance and Attribution
This linkage allows advertisers to optimize campaigns based on measurable mobile installs driven by CTV ads, turning traditionally brand-focused TV ad spend into performance marketing. The solution also includes real-time bid adjustments, automatically concentrating media spend on the households most likely to convert.
Expanding into New Verticals
Initially designed for gaming, Samsung plans to extend this Mobile Conversion technology to other verticals such as travel, quick-service restaurants, retail, and entertainment, further expanding cross-screen attribution capabilities.
Measurable Success in Beta Tests
In beta tests with gaming advertisers, Mobile Conversion achieved up to a 150% index on Day-7 return-on-ad-spend (ROAS) benchmarks compared to prior campaigns, demonstrating CTV's effectiveness in driving app downloads. The top free ad-supported streaming app on Samsung TVs, Samsung TV Plus, provides ample inventory for the Mobile Conversion algorithm.
A Game-Changer for Performance Marketing
Michael Scott, Vice President of Samsung Ads, expressed his vision, stating, "With Mobile Conversion, we're closing the measurement gap and empowering brands with a unified view of consumer behavior. It's a game-changer for performance marketing."
Minai Bui, Senior Director of Product Management at Samsung Ads, emphasized, "Advertisers need outcomes, not just impressions. By linking Samsung TV Plus engagement with mobile app installs, we're offering a turnkey path from discovery to download that no other ecosystem can match."
In summary, Samsung Ads' Mobile Conversion for Gaming bridges the gap between connected-TV viewing and mobile game downloads by leveraging AI-driven audience identification, closed-loop device data across Samsung’s ecosystem, and real-time tracking of app install behavior. This revolutionary technology enables improved cross-screen marketing performance and measurable attribution from CTV campaigns to mobile app installs.
Data-and-cloud-computing technologies, such as AI and machine learning, are employed in Samsung Ads' Mobile Conversion for Gaming, a solution leveraging Samsung's ecosystem to bridge the gap between connected-TV viewing and mobile game downloads.
The technology supports performance marketing by linking Samsung TV Plus engagement with mobile app installs, offering a unified view of consumer behavior and measurable success in driving app downloads through connected-TV campaigns.
