What if your next high-value mobile app user isn’t just scrolling their phone—but watching their Smart TV?
With Connected TV (CTV) adoption surging in India and mobile engagement continuing to dominate, users are no longer limited to a single device. With over 45 million households expected in 2024 in India, it remains one of the fastest growing platforms where users spend most of their time. These viewers present new opportunities for advertisers to find and reach highly engaged audiences. As viewers seamlessly switch between CTV and mobile, creating multiple touchpoints where advertisers can capture their attention, it presents a massive opportunity to drive real engagement and measurable conversions.
But first, let’s understand what CTV is and why it matters now.
Connected TV (CTV) refers to any TV set that has the capability to connect to the internet and stream content directly from online sources, as opposed to relying solely on traditional cable or satellite connections for broadcasting. It enables users to access a wide range of streaming services through Smart TVs, HDMI dongles (like Amazon Fire Stick, or Chromecast), or even game consoles connected to the TV.
While CTV has traditionally been viewed as a brand awareness tool, its role in performance marketing is rapidly evolving. Advertisers now have the ability to turn Smart TV exposure into mobile app actions—from installs to re-engagement. However, many still struggle to link CTV ads to mobile outcomes effectively, leading to missed opportunities in their growth strategies.
Unlike mobile ads, where users can instantly click to download an app, CTV lacks a built-in call-to-action, making it harder to drive immediate conversions. This disconnect in user journeys means that viewers may see an ad on their Smart TV but forget to take action when switching to their mobile devices. Additionally, attribution challenges make it difficult for marketers to track whether a CTV ad actually led to an app install or re-engagement, creating a gap between ad exposure and measurable results.
That’s where mDSP CTV App Sync comes in—bridging CTV and mobile to create a full-funnel, performance-driven strategy.
mDSP CTV App Sync bridges the gap, turning CTV into a performance-driven growth channel by enabling advertisers to drive measurable action from CTV screens. With our CTV App Sync solution for performance marketers, advertisers can:
By synchronizing CTV with mobile app campaigns, brands can fully leverage CTV as a high-impact acquisition and engagement channel. Whether it’s driving new installs or reactivating lapsed users, mDSP ensures advertisers can track, measure, and optimize their campaigns with real-time insights and performance-driven attribution.
Ready to power your mobile growth with CTV? Get in touch with mDSP today!