Why Big Brands Need a Specialist Partner for CTV + Mobile Retargeting

Large gaming studios and major retail brands operate at a scale where the usual marketing playbooks stop working. When your user base reaches tens of millions and your budgets stretch across multiple channels, small inefficiencies become expensive and siloed channels leave real revenue behind.

The industry is moving toward convergent TV strategies, cross-screen engagement, and integrated measurement. But for big brands, the real challenge isn’t adopting CTV or retargeting — it’s coordinating them. That’s where specialized partners become essential.

A solution provider like YouAppi brings the infrastructure, data models, and workflow needed to run CTV and mobile retargeting as a unified system. And when that system is aligned, it unlocks reach, ROAS, and LTV gains that internal teams and generic DSP setups can’t produce at scale.

Why Large Brands Face Unique Challenges

1. You’ve already saturated the traditional channels.

Most large gaming and retail brands have maximized what they can squeeze from:

• Social
• Search
• Traditional TV
• In-app inventory
• UA-heavy mobile channels

Incremental gains are harder to come by, and costs continue to rise. According to Nielsen, streaming now accounts for 43.8% of all TV time, and 56% of global marketers plan to increase CTV spend in 2025. This shows that the next wave of scale lives on the big screen.

2. Your data is complex and segmented.

At enterprise scale, you’re not retargeting one audience; you’re managing many:

• Dormant payers
• High-LTV cohorts
• Seasonal shoppers
• First-party CRM segments
• Former VIP users
• Cart abandoners
• Trial users nearing renewal

Different segments require different cross-screen strategies, pacing, bidding, and messaging. Running this complexity through standard DSP workflows often results in wasted impressions and fragmented user journeys.

3. You carry both brand and performance expectations.

Large companies must balance:

• High ROAS/LTV goals
• Premium, brand-safe environments
• Consistency of storytelling
• Large-scale measurement
• Executive scrutiny
• Multi-market planning

This pressure makes channel integration—not channel expansion—the real lever of growth. CTV becomes powerful not because it’s “new,” but because it complements mobile retargeting with high-attention inventory that reinforces the brand and drives measurable performance.

Why CTV + Mobile Retargeting Works Better for Big Brands

1. Incremental reach where other channels plateau

CTV fills the gaps mobile alone can’t reach:

• Cord-cutters
• Households with shared screens
• Viewers who don’t respond to push
• Users who browse but don’t convert
• Lapsed cohorts that need a brand reminder, not a notification

For brands already spending heavily on mobile, CTV becomes the next scalable frontier, delivering genuinely new impressions that enhance mobile retargeting rather than compete with it.

2. Attention that strengthens conversion behavior

CTV occupies high-attention environments, such as premium shows, sports, ad-supported streaming, FAST channels. Nielsen reports that 72.4% of total TV time is ad-supported, meaning the opportunity for exposure is substantial.

This matters because big-screen exposure shapes how users respond on small screens. When a user sees a seasonal update, a new product launch, or a compelling value proposition on CTV, the mobile retargeting impression that follows becomes significantly more effective.

3. Budget efficiency hits harder at enterprise scale

For large brands, shifting even a small percentage of spend into coordinated CTV + mobile retargeting can drive:

• Higher incremental lift
• Lower wasted impressions
• Stronger funnel reinforcement
• Faster re-engagement cycles

Big budgets amplify the effect of cross-screen efficiency, which is why CTV is one of the few channels where planned investment is increasing year over year.

Why Big Brands Benefit From a Specialist Partner

This is where YouAppi’s role becomes critical.

1. Cross-screen orchestration purpose-built for scale

YouAppi bridges the disconnect between mobile and CTV by enabling:

• Audience syncing across devices
• Unified frequency caps
• Cross-screen sequencing
• Consistent messaging across formats
• Retargeting flows that connect big-screen impact to mobile conversions

This is not simply running campaigns on two channels. This is building a single system that treats CTV and mobile as complementary touchpoints.

2. Optimization calibrated for enterprise-level data

YouAppi’s engine evaluates 35+ variables to determine:

• Optimal bidding tiers
• Best-performing household-level placements
• Creative models that lift mobile reopens
• Segment-level pacing
• Real-time adjustments based on outcome signals

Large brands generate massive datasets. YouAppi is built to learn from them quickly and move budgets where they drive the strongest performance.

3. Access to premium inventory without operational overhead

YouAppi is integrated with major SSPs such as Magnite, PubMatic, Xandr, Verve and others, ensuring:

• Brand-safe placements
• High-quality streaming environments
• Transparent supply paths
• Efficient CPMs at scale

This gives big brands the reach and protection they expect, without needing internal buyers to navigate deals manually.

4. Measurement that aligns with leadership expectations

Only 32% of global marketers measure their media spend holistically across screens. For big brands, this disconnect blocks both budget shifts and strategy evolution.

YouAppi solves this by providing:

• Household-to-device attribution
• Assisted conversion reporting
• Unified CTV + mobile dashboards
• Incremental lift measurement
• Real-time transparency

Enterprise teams need evidence, not assumptions. YouAppi’s measurement structure is built for that.

Takeaways

• Big brands have outgrown siloed channels. Traditional social, search, and mobile environments are saturated. Incremental gains now come from integrating CTV and mobile retargeting—not treating them as separate tactics.
  
  
• CTV provides incremental reach that mobile alone can’t deliver. With streaming now representing nearly half of TV time, CTV offers premium, high-attention inventory that meaningfully strengthens mobile conversions.
  
  
• Cross-screen coordination drives measurable performance. When CTV exposure and mobile retargeting are sequenced, users convert more efficiently and with higher LTV across gaming and retail verticals.
  
  
• Enterprise complexity requires specialized infrastructure. Big brands manage diverse audience segments and large datasets. YouAppi’s cross-screen engine, optimization models, and premium supply solve challenges that generic DSPs or in-house setups can’t.
  
  
• Measurement is a critical gap—and a competitive advantage. With only 32% of marketers measuring media holistically, brands that adopt unified CTV + mobile attribution gain the visibility needed to justify budget shifts and drive sustained performance.

Work With YouAppi

Large gaming studios and major retailers don’t win by adding more channels. They win by integrating them.

If you’re ready to run CTV and mobile retargeting as a unified engine — supported by premium supply, advanced optimization, and enterprise-grade measurement — YouAppi is the partner built for that scale.

Work with YouAppi and activate a cross-screen strategy that reaches your most valuable audiences, drives measurable lift, and accelerates performance across every screen.