Cross-Platform Retargeting: Integrating CTV and Mobile Marketing

Over the past year, the advertising landscape has seen a seismic shift towards connected TV (CTV) as it establishes itself as a dominant force in digital marketing. Streaming services have reached unprecedented levels of adoption, offering brands a dynamic and impactful way to engage audiences. According to eMarketer, global CTV ad revenue will surpass $1 billion by 2026.

What makes CTV so critical in today’s omnichannel landscape? Its ability to bridge the gap between traditional and digital advertising is unmatched. By integrating CTV and mobile marketing, marketers can ensure seamless cross-screen engagement, unified messaging, and optimized ROI. Yet, to fully capitalize on this burgeoning channel, the industry still faces hurdles, particularly in measurement and attribution.

Below, we’ll explore the state of CTV advertising, discuss the challenges in refining its effectiveness, and share actionable tips for integrating it into your mobile strategy.

The Current State of CTV Advertising

Connected TV advertising is surging, with global ad revenue projected to surpass $1 trillion in 2025, driven largely by digital channels like CTV (AdExchanger). Streaming TV is forecasted to grow 12.9% next year, with ad-supported services fueling ad spend, reaching $28.75 billion in 2024. However, viewership is outpacing ad dollars, leaving untapped opportunities for advertisers.

Here are four key trends shaping CTV in 2025:

1. CTV Viewership Outpaces Ad Spend By 2026, CTV will account for 20% of daily media consumption among US adults but only 8.1% of total ad spend (eMarketer). While ad-supported plans grow, many platforms still rely on subscriptions, keeping ad supply constrained.
2. Linear TV Retains Reach Linear TV delivers six times more ad impressions than CTV and remains critical for upper-funnel marketing. However, its ad spend is declining, from $60.56 billion in 2024 to $56.83 billion by 2027. As traditional TV budgets shrink, CTV presents an opportunity for advertisers to shift their spend toward more targeted, data-driven campaigns.
3. Targeting Fuels CTV’s Growth Sixty-five percent of marketers classify CTV as a performance channel, with advanced targeting enabling better ROI through precise audience segmentation and measurable metrics.
4. Targeting Spurs Creative Innovation CTV's advanced targeting capabilities—including household-level retargeting, interest-based segmentation, and cross-device tracking—enable advertisers to deliver dynamic, interactive, and contextually relevant ads. This level of personalization improves engagement, ad recall, and conversion rates, making CTV an invaluable addition to any performance-driven marketing strategy.

Challenges in CTV Advertising: The Need for Refinement

Despite its enormous potential, CTV advertising still faces key challenges, particularly in attribution and measurement. As the industry grows, bridging the gap between traditional TV and digital platforms is critical for maximizing ROI. Here are some areas that need refinement:

1. Attribution and Measurement Gaps While CTV offers detailed viewer engagement metrics, tracking performance across devices remains complex. Traditional TV metrics, such as GRPs (Gross Rating Points), fall short in providing the granular data needed for modern campaigns. Cross-device tracking tools, though improving, need to better capture the journey of viewers moving from TV screens to mobile devices and desktops.
2. Fragmentation Across Platforms The abundance of streaming services, FAST channels, and content platforms has led to a fragmented ecosystem. Advertisers must navigate these complexities to ensure consistent messaging and maximize reach across different services and devices.
3. Frequency Capping Challenges Without effective frequency capping, viewers risk being inundated with repetitive ads, leading to ad fatigue. As CTV operates across household-level targeting, refining these controls is essential for maintaining viewer interest.
4. Limited Real-Time Optimization Unlike mobile, which has advanced real-time optimization capabilities, CTV still lags in delivering immediate campaign adjustments. Integrations with Mobile Measurement Partners (MMPs) can help bridge this gap.

5 Tips for Integrating CTV and Mobile Marketing

To harness the full potential of this emerging channel, brands must integrate CTV and mobile marketing strategies for a seamless, impactful advertising experience. Here are five actionable tips:

1. Establish Cross-Screen Continuity

Delivering a unified message across CTV, mobile, and desktop is critical for creating a cohesive brand experience. Use cross-device tracking tools to identify overlaps between CTV and mobile audiences, ensuring that users who view your ad on one platform encounter consistent messaging across others.

Example: A travel booking app can run a CTV ad highlighting a destination, then retarget the viewer on mobile with a personalized discount code for flights to that destination.

2. Leverage Advanced Targeting and Retargeting

CTV retargeting lets you re-engage high-intent users who interacted with your brand on mobile or desktop. By syncing first-party data across platforms, you can deliver ads tailored to users’ specific preferences and behaviors.

Example: A fitness app could retarget users who browsed workout plans on their mobile app with a CTV ad showcasing a new premium membership offer, encouraging them to convert.

3. Maximize Engagement Through Creative Sequencing

Sequential messaging allows you to tell a story over multiple touchpoints, enhancing user engagement and brand recall. Begin with a compelling CTV ad that introduces your product, then follow up with targeted in-app or mobile ads to reinforce the message.

Example: A subscription-based streaming platform could showcase its exclusive content through an engaging CTV ad, followed by a mobile ad offering a free trial to entice viewers to sign up.

4. Capitalize on FAST Channels

With FAST channels gaining popularity, incorporating them into your strategy can help you reach broader audiences while keeping costs manageable. Use programmatic solutions to place ads on niche channels that align with your target demographics.

Example: A food delivery app could advertise on a cooking-themed FAST channel during prime viewing hours, then retarget engaged viewers with in-app notifications for local restaurant deals.

5. Utilize Dynamic Creative Optimization (DCO)

To ensure your CTV campaigns resonate with diverse audiences, leverage DCO to tailor ad creatives based on viewer preferences, locations, and behaviors. This level of personalization increases engagement and conversion rates.

Example: An online retailer could dynamically adjust its CTV ad to display region-specific Valentine’s Day promotions, followed by a mobile ad showcasing product recommendations based on browsing history.

Learn More About CTV Retargeting

To dive deeper into CTV retargeting strategies, read our whitepaper for more tips on leveraging this channel to maximize ROI.

The Future is Cross-Platform

As CTV continues to redefine the advertising landscape, brands that integrate this channel into their mobile strategies will be positioned to capture the attention of modern, multi-device consumers. By addressing challenges in attribution and leveraging cutting-edge technologies like cross-device tracking and DCO, advertisers can build impactful campaigns that drive results.

Key Takeaways:

• CTV’s growth is outpacing linear TV, making it a critical channel for modern advertisers.
• Refining attribution and measurement is crucial for optimizing cross-platform campaigns.
• Strategies like cross-screen continuity, advanced targeting, and creative sequencing can bridge CTV and mobile platforms effectively.

Ready to transform your marketing strategy? Contact YouAppi today to learn how our CTV retargeting solutions can help you unlock the power of cross-platform engagement. Let’s build campaigns that resonate—everywhere your audience is. 🎯