How Mobile App Marketers Can Win Big with CTV | tvScientific

The lines between mobile and TV are blurring. Today, 86% of internet users are second-screening, meaning they’re watching TV while using a smartphone or tablet. This shift in behavior presents a huge opportunity for mobile app marketers to now meet their users where they are: on the biggest screen in the house. 

But tapping into that opportunity hasn’t always been easy. Traditional mobile UA channels are becoming more competitive, less efficient, and harder to measure. That’s why more mobile marketers are turning to AI-powered platforms like tvScientific — a data-driven way to reach, convert, and scale with confidence. 

Here’s how AI and CTV are redefining what mobile growth looks like, and how you can make the most of it. 

The Evolution of Mobile App Advertising 

The launch of the first iPhone in 2007 changed mobile advertising as we know it. Mobile users went from just texting to browsing, gaming, and downloading apps. With this change, ad formats also evolved, becoming more native, interactive, and app-friendly. 

By 2015, with users spending nearly 90% of their online time in apps, mobile advertising had become smarter, more seamless, and essential for growth. Mobile UA followed a familiar formula: paid social, search, and display. And for a while, it worked.

But with maturity came new challenges. Privacy changes, especially post-IDFA, and rising acquisition costs have made traditional UA channels like social and display less predictable — and less profitable. 

Now, even seasoned mobile marketers are feeling the squeeze.

That’s why so many are turning to Performance TV. With Connected TV (CTV) and Over-the-Top (OTT) platforms readily available, advertisers can tap into the biggest screen in the house with all the precision and performance expectations of mobile. And with AI in the mix, it’s only getting smarter.

Why Performance TV for Mobile App Marketers?

Consumers spend most of their daily digital time with mobile devices, and ad spending reflects that. But as viewers shift to ad-supported tiers and streamers add inventory, mobile-first audiences are now spending more time on CTV and OTT platforms than ever before. In fact, US adults now spend 2 hours and 15 minutes per day with CTV, an 8.3% increase YoY. 

Here’s why it works especially well for mobile app marketers:

• Cross-device behavior is the norm. 65% of second screen users explore products seen on TV, and 20% make purchases during breaks, indicating that viewers watch on TV and convert on mobile. 
• CTV offers premium, immersive environments. With non-skippable ad formats, mobile app marketers can reap the benefits of high viewer attention, all while ensuring brand safety.
• CTV is booming. Platforms like Roku and Hulu are now key destinations for mobile-savvy users. And unlike traditional TV, Performance TV is interactive, data-rich, and measurable. With the right tech stack, you can measure installs, ROAS, and LTV — just like you do in mobile.

The AI Advantage in Performance TV

When you layer in AI, CTV becomes a true performance engine. AI-powered platforms like tvScientific can help you streamline: 

• Smarter targeting: AI goes beyond broad demographics to pinpoint high-intent audiences using behavioral, geographic, and contextual data. Platforms like tvScientific give marketers access to over 15,000 unique targeting segments, helping you reach the right audience at the right time, every time.
• Faster creative iteration: Need ad variations for different audience segments? AI can help generate, edit, and adapt creative in real time, whether you need scripts, visuals, or voiceovers, making it easier to test and personalize ads without bogging down your team.
• Predictive budget optimization: AI analyzes performance trends and automatically reallocates spend to top-performing placements, audiences, and times — maximizing ROI while minimizing waste.
• Real-time measurement: AI-powered reporting gives marketers immediate, actionable insights into what’s working across devices and platforms, so you can optimize campaigns while they’re still live.
• Seamless cross-device journeys: With AI-powered device graphs, brands can connect CTV exposure to mobile conversions. That means more cohesive messaging and better user experiences across screens.

CTV Creative That Converts: Tactics for Mobile App Growth

The final piece of the Performance TV puzzle is high-impact creative. Even with AI powering targeting and optimization, creative is still king — it’s what ultimately captures attention, communicates your value, and drives action. CTV gives mobile marketers a powerful canvas, where bold visuals and sharp messaging can lead directly to conversions.

Here are some thought starters for mobile marketers to create the most high-impact CTV ad creative:

• QR codes: Embed a QR code that drives directly to your app download page and give viewers a reason to act. Try time-sensitive CTAs like “Download in the next 30 minutes for a bonus reward” or “Scan to enter a giveaway.” It’s a simple way to add urgency and interactivity.
• Personalized or interactive ads: Use contextual data to adjust creative based on time of day, location, or viewer behavior. For example, DoorDash tailors ad content to highlight local restaurants, making the message feel more relevant and actionable in different cities.
• Social proof: Showcase real users or influencers using your app, reacting to it, or sharing outcomes. Think TikTok-style edits or real user testimonials, like this Canon ad with influencer Alisha Marie. 
• Live demo: Don’t just describe your app — show it. Feature real-time interactions or a side-by-side walkthrough of what users can expect post-download. It builds clarity and reinforces value.

Once you’ve built a few variations, test relentlessly. AI can help you optimize toward not just what gets attention, but what drives installs, retention, and ROI. Our guide to creative testing for outcomes breaks down 7 key strategies to help you get started. 

It’s Time to Think Big (Screen)

TV is no longer just for brand awareness. With Performance TV and AI, mobile app marketers can target smarter, test faster, and drive real installs and revenue — without any of the guesswork. 

Want to see it in action? Book a demo or meet us at MAU Vegas to see how tvScientific helps app marketers scale on the big screen.