Samsung Ads unveils Mobile Conversion for gaming advertisers. With AI and ML, CTV viewers can be turned into app users, exceeding ROAS targets by 150%.
Samsung Ads, the advanced advertising division of Samsung Electronics, announced the launch of its Mobile Conversion product for gaming advertisers. Mobile Conversion is a performance-driven solution that empowers game publishers to find Connected TV (CTV) viewers with a high propensity to convert or download gaming apps using advanced machine learning and AI. Samsung Ads can help mobile gaming brands drive app installs onto users’ mobile devices, thus turning TV viewers into mobile gamers.
Samsung Ads’ Mobile Conversion product has already demonstrated strong results and is designed specifically for mobile-first and gaming brands. In beta testing, Samsung Ads consistently beat client-defined goals, outperforming by as much as a 150% index on Day 7 Return on Ad Spend (ROAS) benchmarks. This success clearly demonstrates the power of CTV as a proven conversion vehicle, effectively driving CTV viewers to install games on their mobile devices.
“Measurement has long been fragmented across TV and mobile, making it difficult for marketers to see the full impact of their spend,” said Michael Scott, Vice President & Head of Ad Sales & Operations at Samsung Ads. “With Mobile Conversion, we’re closing that gap—connecting viewing behavior on the biggest screen to action on the smallest, giving brands a unified, measurable view of their consumer across channels.”
Leveraging CTV’s proven ability to drive mobile behaviors, Mobile Conversion addresses an industry need for more scalable, performance-focused channels by turning CTV engagement into measurable cross-screen outcomes. Furthermore, Samsung’s comprehensive audience and device graph across the world’s largest scale of CTV and mobile devices ensures privacy management on a device or household level, thereby engaging viewers on their own terms.
A New Performance Channel Built on Premium Inventory
In an environment where improved attribution models and advanced targeting are the most sought-after refinements in CTV advertising, Samsung Ads’ Mobile Conversion product is purpose-built to meet the standards of modern performance marketing. Furthermore, mobile-to-mobile app marketing has become increasingly saturated, with rising competition and higher costs to acquire users. Previously unable to leverage CTV effectively due to a lack of conversion tracking and difficulty in measuring performance investment, advertisers can now leverage Mobile Conversion’s integration with leading mobile measurement platforms (MMPs), including AppsFlyer and Adjust, to deliver full-funnel visibility and attribution.
Mobile Conversion leverages Samsung’s most premium inventory to reach users during high-intent moments of discovery and decision-making. With 3 out of 4 households having at least one Samsung device in the U.S. and the global scale of the world’s leading TV and smartphone brand, Samsung Ads offers an unmatched foundation for linking CTV engagement to mobile outcomes.
Performance Enhanced Through Samsung-Exclusive Capabilities
At the core of Mobile Conversion are proprietary tools designed to optimize every stage of the user journey using machine learning, AI, and Samsung’s first-party data:
- Users with high install propensity are identified through advanced audience intelligence
- ‘Maximize Conversion’ dynamically adjusts bid pricing to drive efficiency and scale
- ‘Creative Optimization’ serves the most relevant creative for the consumer based on real-time behavioral signals
- ‘Cross-Inventory Optimization’ shifts media spend towards top-performing inventory to increase engagement
With the demand for cross-screen performance solutions accelerating, Samsung Ads plans to expand the Mobile Conversion solution to additional verticals including Travel, QSR, Financial Services, Retail, and Media & Entertainment. In addition, Samsung is going above and beyond with plans to provide a full suite of conversion offerings for clients to include Web Conversion CPA and TV Conversion CPA solutions.
Samsung Ads’ Mobile Conversion solution is powered by inventory on Samsung TV Plus—the #1 FAST app on Samsung TVs, with nearly 700 channels, 30 owned-and-operated apps, and 60% year-over-year growth in viewing time. Following Samsung’s standout NewFronts presentation, advertiser interest in its premium streaming environment has surged.
By connecting real-time CTV engagement to mobile outcomes, Samsung Ads delivers a true closed-loop performance solution at scale. For gaming brands—and soon, any advertiser seeking measurable growth—Mobile Conversion offers a turnkey path from discovery to download, powered by the connected device ecosystem only Samsung can provide.
