CTV is rapidly emerging as a high-performance UA channel for mobile app marketers, yet practical knowledge on how to leverage it remains limited. For the second session of Airbridge’s CTV Insights series, we sat down with Vibe.co, a specialized CTV advertising solution provider, to discuss the future of CTV advertising. 

From strategies to strengthen market leadership to insights on maximizing CTV ad performance with Vibe.co’s AI-powered algorithms, let’s discover it all in this Airbridge CTV interview.

Why should mobile app marketers invest in CTV campaigns?

Competition is intensifying across mobile ad channels, and costs are rising. Marketers urgently need an alternative channel that can deliver true performance, and CTV provides exactly that. Its advantages can be distilled into three key points:

• Lower customer acquisition cost (CAC): Unlike the cluttered mobile environment where ads compete for attention on a small screen, CTV offers a clean, streamlined interface that fosters higher engagement. 
• Broader reach: Beyond OTT streaming services, CTV extends to viewers on TVs and smart TVs, making it easier to reach users that traditional mobile networks often miss.
• High-value user acquisition: CTV viewers are more attentive and engaged, leading to more valuable user conversions.

With its immersive full-screen format, CTV enables mobile marketers to acquire users more efficiently compared to traditional in-app display or social ad networks.

Which app categories see the strongest results from CTV campaigns?

While CTV delivers strong results across a wide range of app categories, some stand out in particular:

• Gaming apps: Casual and mid-core gamers who enjoy streaming also respond well to CTV ads. 
• Lifestyle & fitness apps: Health, wellness, and self-improvement apps benefit from CTV’s immersive format. 
• E-commerce apps: Retail and marketplace apps use CTV effectively to drive web-to-app conversions. 
• Finance & fintech apps: Banking, investment, and crypto apps gain an edge by reaching high-intent users, driving installs and account sign-ups. 
• Streaming & entertainment apps: CTV is ideal for nudging viewers toward free trials and subscriptions while they’re already engaged with content. 
• Utility apps: Productivity and utility apps connect seamlessly with users actively seeking solutions.

Ultimately, apps that pair high-quality creatives with strong storytelling achieve the best results. They leverage CTV’s immersive experience to its fullest potential.

How Does Vibe.co Support CTV Campaign Success?

Traditional TV ads required complex negotiations and long lead times, but CTV makes it much faster and easier to get started. With Vibe.co, marketers can: 

• Quickly launch campaigns with a simple setup, eliminating the complexity of traditional TV advertising. 
• Access premium streaming inventory in brand-safe environments. 
• Easily optimize campaigns with advanced technology and dedicated account manager support. 
• Track and manage performance in real time, with the same level of granularity as a mobile DSP.

In short, Vibe.co enables mobile marketers to test and scale CTV campaigns as quickly and efficiently as they would on any UA channel.

How Does Vibe.co’s AI-Powered Bidding Algorithm Improve User Acquisition?

Vibe.co uses an AI-powered bidding algorithm that automatically identifies users with the highest likelihood of conversion. Here’s how it works:

• Goal-based optimization: Marketers set campaign objectives, such as installs, purchases, or revenue, and the system prioritizes high-value users.
• Machine learning model: Targeting is continuously refined based on campaign performance data.
• Postback integration: By connecting with MMPs like Airbridge, Vibe.co enables data-driven optimization.

With this structured approach, CTV evolves from a pure awareness channel into a performance-driven UA engine.

How can advertisers upload creatives and measure performance?

With Vibe.co’s intuitive creative management tools, advertisers can easily upload video assets and set up multiple ad versions. Once campaigns are live, marketers can measure performance through an MMP like Airbridge across key metrics:

• Conversion funnel: Track how many viewers install the app after seeing the ad.
• Retention metrics: Measure how long users stay engaged at D1, D7, and D14.
• Cohort-based ROAS analysis: Assess user LTV to optimize budgets by creative.

By continuously iterating on creatives with granular performance data, marketers can drive higher LTV and maximize ROI through their most effective assets.

There’s a perception that CTV targeting options are limited. What capabilities does Vibe.co offer?

This is a common misconception. In fact, CTV targeting can be just as advanced as mobile DSPs, and sometimes even more precise. Vibe.co provides marketers with detailed targeting options such as:

• Audience-based targeting: Reach specific groups like gamers, sports fans, or education-focused users.
• Proprietary SSP: Direct access to premium inventory from leading TV manufacturers like Samsung, LG, and Philips, streaming services like Hulu, Peacock, and Tubi, and popular platforms like Roku, DirecTV, and Pluto.
• Contextual targeting: Run ads on channels dedicated to sports, entertainment, or news.
• IP-based targeting: Upload first-party IP lists to match CTV users and enable precise retargeting.
• Household-level targeting: Ensure ads reach the right viewers even in multi-user households.

With these capabilities, CTV delivers audience segmentation and targeting precision on par with leading mobile DSPs.

How can mobile app marketers measure CTV campaign performance with Vibe.co?

Vibe.co integrates with MMPs like Airbridge to deliver detailed measurement and attribution, including:

• View-through attribution (VTA): Track installs that occur later, even without a direct ad click.
• Cross-device tracking: Measure how CTV exposures influence mobile installs and revenue.
• Funnel-based analysis: Connect CTV impressions to D7/D14 retention, LTV, and ROAS.

By combining these insights with mobile UA strategies, marketers can move beyond simple impressions to truly optimize user growth.

Success Story: How Bagelcode Scaled with Vibe.co’s CTV Advertising

A great example is mobile game publisher Bagelcode. To scale its Club Vegas campaign, Bagelcode turned to Vibe.co’s CTV ads with the goal of improving ROAS and re-engaging users.

The results of the partnership were remarkable:

• ROAS tripled through optimized attribution powered by CTV Ad Vision.
• D7 retention consistently doubled.
• Multiple video formats were tested to maximize engagement.
• Within just one month, Bagelcode more than doubled its CTV budget thanks to these strong results.

By combining smart targeting, real-time optimization, and scalable budget strategies, Bagelcode successfully re-engaged users and maximized campaign profitability. This case clearly demonstrates how effective CTV can be as a channel for mobile app growth.

What best practices should mobile app marketers adopt to scale their CTV strategy?

To run CTV campaigns successfully and position CTV as a proven performance channel, marketers should follow these UA best practices:

• Define clear goals: Set specific KPIs such as CPI, ROAS, or installs.
• Use high-quality video ads: Create immersive content optimized for large screens.
• Add clear CTAs: Include App Store and Google Play logos to guide users directly to install.
• Track cross-device behavior: Measure how CTV exposure leads to mobile actions.
• Continuously optimize: Treat CTV like a mobile DSP with ongoing testing and adjustments.

How can PC and console game developers use CTV to reach target users?

For PC and console game studios, CTV offers the advantage of showcasing high-quality graphics and immersive gameplay on the big screen. Several factors make gaming a strong fit for CTV:

• Highlighting visuals: CTV delivers stunning visuals in high definition, making it ideal for showing off impressive game graphics.
• Targeting gaming fans: Reach audiences already interested in gaming content, increasing the likelihood of conversion.
• Cross-platform promotion: Promote PC games to console players or the other way around.
• Launch campaigns: Leverage CTV’s broad reach to announce new releases or major updates.

What unique advantages does CTV offer PC and console games compared to mobile?

PC and console titles are a natural match with CTV for several reasons:

• Alignment with gaming environments: Many PC and console gamers already play on large screens, making CTV ads feel seamless and natural.
• Showcasing high-end games: CTV’s premium format is ideal for highlighting advanced graphics and complex gameplay.
• Fit with long play sessions: PC and console games typically involve extended playtime, aligning well with the immersive habits of CTV audiences.

How can CTV advertising contribute to user acquisition for PC and console games?

CTV can significantly enhance UA for PC and console game publishers by enabling:

• Cross-device tracking: Understand how CTV exposures lead to purchases or downloads on platforms like Steam or console stores.
• Brand lift studies: Measure how campaigns boost awareness and interest in a game.
• Retargeting opportunities: Use viewer data to retarget across other devices.
• Performance metric tracking: Monitor KPIs such as CPA and ROAS to optimize campaigns.

With MMP solutions like Airbridge, developers can measure results in real time for accurate performance analysis. 

Vibe.co’s case studies highlight multiple PC and console campaigns, showing how CTV’s immersive visuals and precise targeting can significantly boost performance.

CTV insights for mobile growth

Want more insights from the teams leading the CTV ad industry? Click below to explore the full CTV interview series:

👉 Motiv Intelligence

👉 Moloco