CTV and In-App: The Perfect Match for High-Intent Audiences

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As brand advertisers aim to capture high-intent audiences in an increasingly fragmented media landscape, programmatic Connected TV (CTV) and in-app campaigns have emerged as a dynamic duo. Combining the storytelling power of CTV with the immediacy of mobile, these channels provide a seamless pathway for brands to connect with users and drive meaningful actions across devices. This article explores how the intersection of these two channels is reshaping performance marketing and what it means for advertisers navigating the digital ecosystem.

 

High-Intent Targeting: Precision That Delivers

High-intent targeting focuses on reaching audiences actively considering or ready to make a purchase. With 88% of U.S. households in the U.S. watching CTV and 70% of viewers simultaneously using mobile devices, programmatic CTV excels in identifying and engaging these high-value users.

High-intent targeting focuses on reaching audiences actively considering or ready to make a purchase. With 88% of U.S. households in the U.S. watching CTV and 70% of viewers simultaneously using mobile devices, programmatic CTV excels in identifying and engaging these high-value users. statista brave melisa kindelan

 

Why Combining CTV and In-App Is Essential for High-Intent Targeting:
  • Contextual Relevance: Ads delivered in brand-safe environments foster trust and increase receptiveness to messaging.
  • Data-Driven Precision: Streaming platforms leverage first-party data to deliver ads tailored to audience behaviors and preferences.

For example, a travel brand could target users who recently searched for vacation destinations with visually engaging CTV ads. These ads inspire users and guide them to a mobile app for bookings, seamlessly connecting storytelling to action.

 

DCO: Real-Time Personalization Across Screens

Dynamic Creative Optimization (DCO) is key to delivering high-impact ads tailored to individual users. By dynamically adapting elements like messaging, visuals, and calls-to-action (CTAs), DCO ensures relevance and resonance across CTV and mobile channels.

Why DCO Is Important for CTV and in-app ads:
  • Personalized Messaging: Tailor creatives to user behavior, location, or time of day.
  • Cross-Screen Cohesion: Ensure consistent messaging across devices to amplify campaign impact.

Example: A fitness app delivers location-based CTV ads promoting exclusive classes, followed by mobile retargeting ads offering one-click registration. This cohesive strategy connects storytelling to action, increasing conversions.

 

Leveraging CTV’s High Completion Rates to Drive Mobile Actions

One of CTV’s strongest advantages is its ability to hold viewer attention, with completion rates often reaching 90%. This makes it the perfect channel for delivering immersive, narrative-driven ads that set the stage for follow-up actions on mobile.

How CTV Drives Mobile Conversions:
  • Storytelling Power: CTV ads excel at creating immersive, narrative-driven experiences. The larger screen and long-form content allow brands to establish emotional connections, making viewers more receptive to messaging.
  • Seamless Retargeting: Mobile ads complement CTV’s storytelling by capturing audiences during moments of high intent. Short, actionable messages or interactive formats (e.g., in-app ads or shoppable posts) encourage immediate engagement.
  • Preference for Actionable Content: Mobile provides a direct path to conversion, making it the ideal follow-up to CTV’s storytelling.

For instance, a luxury retailer might showcase its Valentine’s Day collection through a CTV ad aired during a romantic movie marathon. Viewers are later retargeted with mobile ads offering exclusive discounts, converting their emotional connection into measurable engagement.

 

The ROI Advantage: Why CTV and Mobile Are a Winning Combo

The pairing of CTV and in-app isn’t just complementary—it amplifies results through efficient cross-device attribution and measurement. Advanced tools for cross-device attribution, real-time optimization, and data-driven campaign refinement allow advertisers to track how users engage with CTV ads and take action on mobile, creating a holistic view of campaign performance.

The Benefits of Cross-Device Attribution – CTV to In-App:
  • Efficiency: CTV builds awareness, while mobile delivers precision, ensuring every dollar spent drives measurable outcomes.
  • Scalability: Campaigns scale seamlessly across devices, reaching users at multiple touchpoints throughout their journey.
  • Attribution: Advanced cross-device tracking links CTV ad exposure to mobile actions, providing a clear picture of campaign performance.

Example: A food delivery app tracks how a CTV campaign increases mobile orders during peak hours, leveraging cross-device insights to refine future strategies.

How to Merge CTV and In-App Tracking

Leveraging tools like data cleanrooms and Mobile Measurement Partners (MMPs) enables brand advertisers to securely and effectively track actions from CTV exposure to mobile conversions.

First-party data enhances attribution accuracy by linking customer interactions—such as app usage or website visits—back to their engagement with CTV ads. When integrated into privacy-first solutions like cleanrooms, this data provides actionable insights while ensuring compliance with privacy regulations like GDPR and CCPA.

For example, advertisers can track how many users installed a promoted app after viewing a CTV ad, enabling tailored retargeting strategies. By combining these tools with programmatic AI analytics, brands can dynamically optimize campaigns, ensuring every impression contributes to measurable outcomes.

 

Unlocking Long-Term Success with CTV and In-App Integration

As technology evolves, the combination of CTV and in-app will unlock new opportunities for brand advertisers:

AI-Powered Campaigns

AI-driven insights allow advertisers to predict user behavior and dynamically tailor campaigns, maximizing engagement.

For example, AI can identify high-intent viewers from CTV ads and retarget them with personalized mobile promotions.

Interactive Ad Formats

Interactive CTV ads featuring shoppable elements or QR codes bridge the gap between awareness and action, driving immediate in-app conversions.

Privacy-First Targeting

Privacy-compliant tools like contextual targeting and identity frameworks enable effective campaigns while adhering to regulations.

By merging CTV’s immersive storytelling with the precision of in-app targeting, brands can deeply connect with high-intent audiences and deliver impactful campaigns. Adopting integrated CTV and in-app strategies allows brands to capture attention and build lasting, measurable results.