For years, connected TV (CTV) has been treated as the domain of brand advertisers — a big-screen storytelling channel, strong in reach and emotional impact, but rarely considered a performance engine. That perception is now rapidly shifting.
In this App Talk video interview, Kaitlin Stebbins, Performance Media Lead at Samsung Ads, breaks down why CTV has become one of the most underrated performance channels in mobile marketing — and why 2026 will be the year mobile teams meaningfully shift budgets beyond search and social.
This article distills the key insights from the video interview, covering how CTV drives measurable in-app conversions, what makes OEM-powered data uniquely strong for performance, and why early adopters are gaining a competitive edge as acquisition on traditional platforms becomes more expensive and less predictable.
From brand awareness to bottom-funnel outcomes
Most mobile marketers still associate CTV with brand awareness — a misconception Kaitlin encounters often. But she has spent six years at Samsung Ads working directly with performance-focused advertisers, and the reality is clear: CTV has been driving measurable performance for years.
The difference now is sophistication.
Samsung Ads has spent the past two to three years integrating deeply with mobile measurement partners (MMPs), enabling precision targeting and performance optimization specifically for in-app marketers. These integrations unlock the ability to attribute mobile installs, purchases, and in-app actions directly to TV exposure — a key shift in proving CTV’s performance value.
Even before the technical enhancements, user behavior made the case for CTV. Around 77% of people use their phones while watching TV, creating a natural bridge between awareness and action. “It’s not hard to believe that having a big, beautiful ad on the TV with a clear call to action drives action on mobile,” Kaitlin notes.
With better measurement now…