Samsung Reveals Mobile Conversion for Gaming: Converting Connected TVs into App Installations
Samsung has unveiled a groundbreaking advertising solution, Mobile Conversion, designed to bridge the gap between passive TV viewing and active mobile engagement. This innovative technology connects TV advertising with mobile app downloads, offering a seamless cross-screen advertising solution.
The heart of Mobile Conversion lies in its use of AI and first-party data within Samsung's vast device ecosystem. By analysing viewing behaviour on Samsung TVs, the system identifies high-intent viewers most likely to download gaming apps on their mobile devices. This closed-loop system enables advertisers to see a direct connection between seeing a TV ad and installing a mobile app.
Samsung TV Plus, the top free ad-supported streaming app on Samsung TVs, supplies premium inventory for the Mobile Conversion algorithm. Proprietary machine-learning models are used to optimise bids and creative, ensuring that media spend concentrates on the households most likely to convert.
The success of Mobile Conversion was evident in beta tests, which showed up to a 150% lift in seven-day ROAS. This indicates the solution's effectiveness in driving app downloads. Moreover, Mobile Conversion enables advertisers to enhance attribution accuracy by unifying measurement across screens, offering a single source of truth for ROAS analysis.
Michael Scott, a Samsung Ads leader, hailed Mobile Conversion as a game-changer, closing the measurement gap and empowering brands with a unified view of consumer behaviour. Nadica Naceva, another Samsung Ads leader, introduced this AI-powered solution, stating that it charts a bold new course in the age of cross-screen behaviour, turning every screen moment into a catalyst for action.
Samsung Ads plans to expand the Mobile Conversion framework into verticals such as travel, quick-service restaurants, retail, financial services, and broader media and entertainment. Minai Bui, another Samsung Ads leader, noted that the same technology principles underpinning Samsung's interactive GameBreaks format and user-behaviour integrations now drive this conversion product.
Furthermore, the solution optimises budgets holistically, allowing marketers to shift spend dynamically based on real-time performance insights. Samsung's closed-loop data ecosystem ensures privacy-first targeting, anonymising and aggregating device and household signals in compliance with regulations.
In the future, Samsung plans to introduce Web Conversion CPA and TV Conversion CPA solutions, completing a full suite of cross-screen conversion offerings. A creative-optimization engine selects and serves the ad variant best matched to each viewer's preferences, ensuring a personalised and engaging user experience.
Samsung's Mobile Conversion for Gaming represents a pivotal inflection point in advertising, bridging the long-standing divide between brand storytelling on television and direct-response engagement on mobile. With its vast reach, Samsung's Mobile Conversion is set to revolutionise the advertising landscape, offering advertisers a turnkey path from discovery to download that no other ecosystem can match.
- The technology used in Samsung's Mobile Conversion solution, such as AI and first-party data, can identify sports fans who are likely to download smartphone gaming apps, bridging the gap between passive TV viewing and active mobile engagement.
- Samsung's Mobile Conversion is not limited to the gaming industry, and plans to expand into verticals like travel, quick-service restaurants, retail, financial services, and media and entertainment.
- By optimizing budgets dynamically based on real-time performance insights and providing a creative-optimization engine, Samsung's Mobile Conversion is set to revolutionize the finance industry, offering advertisers a seamless cross-screen advertising solution that can drive data-and-cloud-computing related gadget sales.
