Report: The CTV Playbook for Mobile Marketers

A CTV guide for Modern Marketers

“With 98% of U.S. households reachable via CTV, the opportunities and audiences exist. CTV is now at the fingertips of many advertisers like it never has been before.” Adrienne Rice, Director of Media Investment at M&C Saatchi Performance.

In many ways, CTV is shifting to a mobile mindset. This means advertisers have a significant opportunity to test Connected TV campaigns and measure them in ways familiar to mobile marketers. CTV offers the benefit of seeing both immediate impact and measurable results on marketing and sales KPIs. 

To gather views on how mobile marketers can utilize CTV campaigns, we’ve partnered with expert contributors from AppsFlyer, tvScientific, and Roku to bring valuable and actionable insights.

Key takeaways

  • Second screening – why the prevalence of mobile phones while watching TV is important when media planning.
  • Measurement – advanced techniques such as Media Mix Models are important. They safeguard advertisers against ongoing privacy updates that will continue to limit data signals.
  • Creative – consider multiple creative variations to support testing needs and placement context.
  • Testing – essential to enable optimization of campaigns and best done well in advance to build on learnings

We hope you find this report valuable; if you have questions or would like to speak to our media team about running CTV campaigns, please reach out via


98% of U.S. households are reachable via programmatic CTV ads, +6% ppts from 2022

88% of TV homes in the U.S. have a connected TV

83% of U.S. audiences say they use a mobile phone while watching TV

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