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.
Far from being just a brand awareness tool, CTV has become a scalable performance channel for both big and small brands.
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 commerce is the natural partner to CTV. While CTV sparks awareness and intent, mobile is where users are most likely to:
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 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:
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).
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.
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.
Success requires creative continuity. The story sparked on the big screen should flow seamlessly into the smaller one:
When these elements are consistent, CTV becomes a storytelling engine that reinforces brand identity and primes consumers for mobile action.
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:
This ensures ROAS isn’t underestimated by ignoring offline conversions.
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:
When executed correctly, brands see higher assisted conversions, improved cart recovery, and stronger overall revenue efficiency.
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?
👉 Contact us to test CTV and mobile reactivation campaigns with YouAppi.