The way consumers shop has never been more fluid. They research products online, browse in-store, and finalize purchases wherever it feels most convenient. For marketers, this shift has propelled a need to prove return on ad spend (ROAS) across fragmented, multi-device journeys.

Connected TV (CTV) advertising has emerged as one of the most powerful ways to capture attention at scale. But attention alone doesn’t drive sales. That’s where mobile commerce and cross-screen retargeting come in, transforming big-screen impressions into bottom-funnel conversions.

This blog explores how CTV and mobile integration creates measurable ROAS, how to track assisted conversions, and how advertisers can optimize for stronger results.

Why CTV Matters for Commerce

Far from being just a brand awareness tool, CTV has become a scalable performance channel for both big and small brands. 

  • CTV completion rates are exceptional. For 15- and 30-second spots, completion averages 94-96%, with overall ranges as high as 98% (SEO Design Chicago).

  • Attention outperforms other formats. Viewers pay attention to CTV ads about 8x longer than mobile ads and 16x longer than desktop ads (Southern California News Group). The average attention rate hit 51.5% in early 2024, higher than nearly every other paid video format.

  • Contextual targeting multiplies impact. AI-driven contextual alignment increases ad attention 4x (Southern California News Group).

These numbers confirm CTV’s power to capture full, undistracted attention. The next challenge is connecting that attention to commerce outcomes, which is where mobile shines. 

Because CTV touchpoints should be integrated into a broader user journey and brand-building process. Ads don’t live in isolation. They must break through consistently across TV, in-store displays, and digital screens. This consistency reinforces brand language, builds trust, and makes cross-screen retargeting more effective.

Mobile: Where Conversions Happen

Mobile commerce is the natural partner to CTV. While CTV sparks awareness and intent, mobile is where users are most likely to:

  • Click, browse, and research products.

  • Recover abandoned carts with tailored offers.

  • Complete purchases through apps or mobile web.

Global cart abandonment remains a huge challenge, with rates surpassing 70% (eMarketer). But it’s also an opportunity: a shopper who leaves items behind is highly retargetable. Coordinated campaigns across CTV and mobile can re-engage these users, remind them of their intent, and guide them back to checkout.

For example, major U.S. retailer Wayfair has leaned into this cross-screen integration. Their “No Place Like It” campaign launched on national TV, then extended across digital, social, and mobile channels to drive both awareness and app traffic. Wayfair even partnered with KERV.ai to run shoppable CTV ads paired with mobile companion ads, letting viewers see a product on TV and instantly explore or purchase it via mobile. This type of orchestration highlights how CTV and mobile strengthen each other within the commerce journey.

Cross-Screen Retargeting: Closing the Loop

Cross-screen retargeting bridges CTV impressions with mobile actions. A viewer sees a CTV ad in the living room, then later receives a timely reminder on their phone with a “buy now” call-to-action. This sequencing makes advertising feel natural rather than disruptive, and it delivers measurable results.

Why it works:

  1. CTV drives attention. Ads are non-skippable, immersive, and often achieve completion rates above 90%.

  2. Mobile drives action. Users are primed to click, install, or purchase.

  3. Cross-screen sync boosts recall. Campaigns that sync CTV with mobile ads deliver higher brand recall and purchase consideration.

Assisted conversions are critical here. When CTV initiates the journey and mobile closes it, transactions increase significantly. In one recent analysis, when mobile was the first conversion touchpoint after a CTV ad, transactions rose by 9% (The Trade Desk).

Measuring ROAS in a CTV + Mobile World

Traditional last-click attribution doesn’t capture CTV’s influence. To prove true impact, marketers need to track view-through and assisted conversions, then apply incrementality testing to isolate lift.

Key metrics to monitor:

  • CTV ad completions (15s/30s)

  • Cross-device visits (website, app) after CTV exposure

  • Cart activity (views, adds, abandonments) linked to CTV households

  • Purchases (online or in-store) attributed via cross-screen sync

  • Assisted ROAS: Revenue from conversions assisted by CTV, divided by CTV spend

  • Incremental ROAS (iROAS): (Revenue in exposed group – revenue in control) ÷ CTV spend

This layered approach ensures that every dollar invested in CTV is evaluated not just on last-touch clicks, but on the incremental value it drives across mobile commerce journeys.

Creative Sequencing: CTV Sparks, Mobile Converts

Success requires creative continuity. The story sparked on the big screen should flow seamlessly into the smaller one:

  • CTV creative: Brand-led, immersive, and memorable. Include short URLs, QR codes, or branded search prompts for added traceability.

  • Mobile creative: Action-oriented. Highlight urgency (“limited stock”), personalized offers, or local pickup options.

  • Sequencing: Use CTV to introduce the product, mobile to remind, and push notifications or SMS to close.

When these elements are consistent, CTV becomes a storytelling engine that reinforces brand identity and primes consumers for mobile action.

Online-to-Offline: Extending ROAS Beyond Digital

Not every commerce journey ends online. Many consumers research digitally and buy in-store (ROPO) or purchase online for in-store pickup (BOPIS). That’s why CTV and mobile integration must include online-to-offline connections:

  • Drive-to-store ads: Pair CTV exposure with mobile push that directs users to the nearest store.

  • Location intelligence: Measure store visits after CTV exposure with GPS, SDK, or bidstream data.

  • Incrementality testing: Isolate how many visits were truly driven by ads versus organic traffic.

This ensures ROAS isn’t underestimated by ignoring offline conversions.

Common Pitfalls to Avoid

  1. Over-attributing CTV via view-throughs. Always use holdout testing to validate incrementality.

  2. Ignoring frequency. Too many impressions within a household can create fatigue. Cap exposures smartly.

  3. Fragmented creative. If the CTV ad highlights brand values but the mobile ad only pushes discounts, the narrative breaks. Align messaging across touchpoints.

  4. Last-click bias. Mobile often gets all the credit. Assisted and incremental metrics correct the imbalance.

The Road to Smarter ROAS

Integrating CTV advertising with mobile commerce isn’t just about adding another channel. It’s about building a synchronized, measurable system where every touchpoint plays a role:

  • CTV earns attention.

  • Mobile drives action.

  • Cross-screen retargeting closes the loop.

  • Measurement frameworks prove incremental ROAS.

When executed correctly, brands see higher assisted conversions, improved cart recovery, and stronger overall revenue efficiency.

Conclusion

Today’s shoppers move across screens and channels in ways traditional attribution can’t fully capture. To maximize ROAS, marketers need to embrace CTV and mobile integration, supported by cross-screen retargeting and incrementality measurement.

Brands that integrate storytelling across all screens—TV, in-store displays, and mobile—aren’t just driving transactions; they’re building long-term brand equity that fuels repeat purchases and loyalty.

CTV advertising provides the attention; mobile commerce delivers the action. Together, they create a performance engine that connects brand storytelling to measurable sales.

Ready to put it into practice?
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