Mobile App & CTV Advertising: A Guide for Marketers
Understanding Mobile App Advertising
Mobile app advertising allows marketers to reach users directly inside mobile applications across gaming, fintech, e-commerce, lifestyle, and utility apps.
Unlike traditional display, in-app environments provide logged-in, highly engaged users with actionable signals for post-install events like registrations, subscriptions, or purchases.
With users spending most of their screen time inside apps, mobile app campaigns have become essential for performance-driven growth.
The Rise of Mobile Apps
Consumer behavior has shifted heavily toward apps:
- 90% of mobile time is spent inside apps
- Average users spend 3+ hours daily on smartphones
- App users are 3x more likely to convert than mobile web visitors
- In-app ad spend accounts for over 80% of total mobile ad budgets
This dominance makes apps a key channel for acquisition, engagement, and monetization strategies.
Connected TV (CTV) Advertising
Connected TVs — including Smart TVs, streaming sticks, consoles, and apps.
CTV has become an essential part of cross-device marketing because:
- Viewers are highly engaged and lean-back, consuming longer-form content
- Ads are full-screen, non-skippable, improving recall and attention
- Campaigns can be targeted programmatically with age, location, interests, and device data
- Brands can connect CTV campaigns with mobile app or web conversions for multi-device attribution
CTV complements mobile campaigns, enabling marketers to reach users across screens and stages of the funnel.
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Mobile Campaign Models
Performance-driven pricing models for mobile growth funnel
Understanding mobile pricing models helps marketers balance acquisition volume, user quality, and return on ad spend.
CPI
(Cost per Install)
Marketers are charged when a user downloads and installs the app ideal for scaling user acquisition and building install volume.
CPA
(Cost per Action)
Payment is triggered when users complete a defined action inside the app such as signup, KYC, trial start, or transaction focusing on post-install performance.
CPL
(Cost per Lead)
Marketers are billed when users submit their details or complete a signup form, commonly used for finance and service-based apps.
CPS
(Cost per Sale)
Costs apply only when a user completes a purchase or subscription, aligning spend directly with revenue outcomes.
Traffic Types
We activate user acquisition campaigns across a diversified mix of mobile and emerging screen environments helping brands connect with high-intent users across every stage of their digital journey.
In-App Display
Advertising delivered directly within mobile applications through SDK integrations, direct publisher relationships, and programmatic exchanges. Non-incentivized in-app environments offer strong viewability, deterministic targeting, and high-quality engagement.
Typical Non-Incent Performance Benchmarks:
- CTR: 0.5–1.2%
- CVR (install / action): 5–10%
Connected TV (CTV)
Full-screen video advertising across smart TVs, streaming platforms, and OTT environments. CTV combines premium storytelling with performance-driven reach in a high-attention, non-skippable viewing environment.
Typical Non-Incent Performance Benchmarks:
- Video Completion Rate: 90–98%
- Incremental app installs: 8–15% lift vs. mobile-only campaigns
Mobile Web Display
Display placements across mobile websites accessed via browsers, supporting prospecting and retargeting initiatives at scale.
OEM & Preload Traffic
Device-level distribution through pre-installed apps, app store placements, and OEM partnerships enabling brands to reach users early in the device lifecycle.
Rewarded & Gaming Traffic
Opt-in ad experiences within gaming environments where users engage with ads in exchange for in-app rewards, often driving high engagement but incentivized responses.
The Core Growth Drivers🏆
Across our diverse traffic ecosystem, In-App Display and Connected TV (CTV) consistently deliver the most significant impact. These channels stand out for driving high-quality, non-incent users at scale, offering premium inventory, precise targeting, and strong engagement. Their combination of reach and measurability allows us to generate reliable conversions, high retention rates, and measurable ROI, making them the cornerstone of our most successful acquisition campaigns, all while complementing the broader mix of traffic sources we leverage.
Ad Placements & Creative Formats
Formats Built for Engagement and Conversions
We support a full suite of creative formats across mobile and CTV environments helping brands deliver messages that engage users, drive conversions, and scale effectively.
Banner Ads
Standard display units embedded within app environments, providing consistent visibility and reach across high-traffic placements.
Interstitial Ads
Full-screen ads delivered between app transitions, offering high-impact exposure and strong user engagement.
Native Ads
Placements designed to match the look and feel of the surrounding app content, creating a seamless and user-friendly experience.
CTV Video Ads
Non-skippable, full-screen video ads delivered across streaming platforms and smart TVs, perfect for brand storytelling and high-attention engagement.
Interactive CTV Units
Enhanced formats that include QR codes, remote engagement, or second-screen interaction opportunities, enabling interactive and immersive experiences.