In today’s fragmented media landscape, consumers no longer engage with just one screen at a time. Whether they’re watching a series on their connected TV (CTV) while browsing their mobile device or playing a game on their tablet while streaming live sports, cross-device engagement is now the norm.

For mobile marketers, this presents both a challenge and a massive opportunity. Developing a cross-platform retargeting strategy—one that seamlessly connects mobile apps and CTV—is essential to recapture user attention, increase app conversions, and drive return on ad spend (ROAS).

Let’s break down why this matters, how it works, and five key steps to get your strategy off the ground.

Why Cross-Platform Retargeting Matters

Second screen behavior is everywhere. 88% of Americans use a second screen while watching TV, with that number jumping to 94–95% for Gen Z and Millennials. Additionally, 70% of smart TV users are actively engaging with their mobile device during viewing sessions.

This behavior has transformed passive TV viewing into an active, interactive experience—where the real marketing power lies in combining the big screen and the small screen.

More importantly, consumers expect personalized experiences across platforms: 80% of U.S. adults want ads tailored to them at multiple touch points. Cross-platform retargeting delivers on this expectation by reinforcing brand messaging, driving action, and sustaining engagement throughout the user journey.

How Cross-Platform Retargeting Works

Cross-platform retargeting connects user interactions across CTV and mobile apps using identity resolution technologies, such as:

  • Device graphs

  • First-party data

  • IP matching

  • Mobile Measurement Partners (MMPs)

This data enables two primary retargeting flows:

  • Mobile-to-CTV: A user who interacts with your app sees a reinforcing CTV ad during their evening TV session.

  • CTV-to-Mobile: A user sees your CTV ad, then receives a mobile retargeting ad or push notification based on that interaction.

This dynamic approach turns brand exposure into performance marketing—driving app installs, re-engagement, or in-app purchases.

Five Key Steps to Build a Cross-Platform Retargeting Strategy

1. Leverage Second Screen Usage with Synchronized Campaigns

Second screen usage isn’t just common—it’s constant. Brands can harness it by launching synchronized CTV and mobile campaigns tied to live events or trending content.

Tactic: If your app is sports-themed, push in-app rewards when a big game is airing. Sync your push notification or ad with CTV placements during halftime.

Why it works: You’re meeting users in real time, on the screens they’re already using, when attention is highest.

2. Use Interactive Ad Formats Across Devices

CTV and mobile both support interactive ad formats—polls, mini-games, quizzes, and more. These formats not only engage users but also allow for cross-device consistency.

Example: Run a trivia ad related to a TV show on CTV, with a follow-up reward on mobile for those who complete the quiz.

At YouAppi, we’ve found campaigns using interactive elements on both CTV and mobile lead to increased participation and retention.

3. Deliver Real-Time, Personalized Offers

With AI-powered optimization, brands can analyze user behavior in real time and serve personalized content based on what they’re watching and what they’ve done in your app.

Use case: A fantasy RPG player watching a fantasy-themed TV series could receive a time-limited in-game bundle promoted during the ad break.

Why it matters: Personalization increases the likelihood of conversion. AI can also identify high-intent segments and expand your target audience with predictive analytics.

4. Integrate with MMPs for Better Attribution

To accurately measure performance across devices, you need to connect your CTV campaigns with your mobile app analytics. This is where a Mobile Measurement Partner (MMP) becomes crucial.

Example: Samsung Ads worked with a mobile gaming brand to use MMP data in tandem with first-party insights, resulting in a 90% decrease in CPI and a 10x increase in installs.

Takeaway: With strong attribution infrastructure, you can pinpoint what’s working and scale it efficiently.

5. Build with Household-Level Targeting in Mind

Unlike cookie-based retargeting, CTV enables household-level targeting. This means your ads can reach all connected devices under the same roof—TV, mobile, tablet—without relying on deprecated third-party cookies.

Pro tip: Optimize frequency caps across devices to avoid ad fatigue while ensuring message reinforcement.

And don’t forget: First-party data and privacy-safe targeting are non-negotiable in today’s ad ecosystem. Choose partners who prioritize compliance.

The Value of a Unified Strategy

Cross-platform retargeting isn’t just a trend—it’s the future of performance marketing. Here’s why:

  • Boosted ROI: YouAppi’s CTV App Sync helped a mobile gaming partner boost ROI by 230% and increase app reopens by 15% through synchronized campaigns.

  • Greater reach: CTV ad inventory offers premium, high-engagement environments, while mobile offers immediacy and actionability.

  • Seamless storytelling: Cross-screen touchpoints allow for narrative continuity and deeper brand resonance.

When done right, your ad strategy doesn’t just follow your users—it flows with them.

Challenges to Watch For

Despite its power, cross-platform retargeting isn’t without hurdles:

  • Attribution complexity: Measuring cross-device impact can be difficult without the right tools.

  • Data fragmentation: Unified identity resolution requires strong data partnerships and clean integration with your MMP.

  • Creative fatigue: With omnichannel exposure, poor creative can backfire fast. Test, refresh, and personalize.

Solution: Work with partners like YouAppi or Samsung Ads who offer AI-powered optimization, household-level data, and real-time measurement.

Final Thoughts

In a world where viewers shift between screens in seconds, your retargeting strategy needs to do the same. By building a cross-platform approach that integrates CTV and mobile, brands can:

  • Recapture lost users

  • Drive more installs and purchases

  • Maximize engagement at every touchpoint

CTV retargeting is no longer a nice-to-have—it’s a growth lever for performance marketers who want to lead, not lag.

Want to make your mobile app stickier, smarter, and more profitable? Connect with YouAppi and let’s build a cross-platform retargeting strategy that delivers.