Mobile user acquisition costs rise, and attention becomes harder to win, mobile game marketers are increasingly turning to a new frontier: Connected TV. CTV has emerged as a performance powerhouse, driving measurable results, particularly when combined with strategic mobile and cross-channel retargeting approaches.
Emarketer counted that CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through its forecast period to reach $46.89 billion in 2028. That year, it will surpass traditional TV ad spending ($45.10 billion) for the first time.
Mobupps is exploring the key opportunities that CTV retargeting unlocks for mobile app marketers, broken down by the strategic themes shaping the future of engagement.
With advancements in targeting, attribution, and interactivity, it has become a full-funnel performance channel. Marketers now leverage QR codes, deep links, and immersive creative formats to directly drive installs, in-app purchases, and reactivations.
According to Statista research, Global CTV advertising revenue was forecast to reach $40 billion in 2024, marking an increase compared to the previous years. By 2026, CTV ad revenue is forecast to add up to $50 billion.
Data shows CTV campaigns, when executed well, deliver strong ROI and uplift in app reopen rates, proving that performance doesn’t end at the mobile screen; it expands onto the second screen as well.
Today’s users flow between devices, and your retargeting strategy should do the same. CTV is most powerful when used as part of a multi-touch funnel, linking TV exposure to follow-up on mobile, push notifications, or social.
For example, a gamer may watch a CTV ad during a Twitch tournament and later receive a reminder via push or Instagram ad, nudging them back into the app. This cross-screen sync boosts recall and accelerates conversion, creating a cohesive and compelling user journey.
Player churn is inevitable in mobile gaming, but recovery is possible. CTV offers a fresh way to reactivate dormant users in a non-intrusive, attention-rich environment. A full-screen ad spotlighting new game content or a limited-time offer, delivered while users are engaged with streaming content, can prompt them to revisit the app.
Combine this with a compelling in-app incentive, like bonus rewards or seasonal events, and you've created a high-impact re-engagement loop.
One of CTV’s biggest advantages is the ability to tie ads to live cultural moments. There can be esports streams, sports finals, or even trending shows. This moment-based targeting captures attention at its peak and makes your game part of a shared real-time experience.
Think of pairing a CTV ad with a push notification that has such words: “Return”, “Jump back”, “Look for you”. The immediacy of the message, synchronized with the context of what users are already watching, boosts response rates dramatically.
CTV also enables hyper-targeted creative, delivering messages that resonate based on the user’s location, environment, or in-app behavior.
“Hey James, your squad needs you!” – Example of personalized messaging can make ads feel more relevant and actionable.
Smart marketers are also exploring triggers like weather-based targeting or seasonal tie-ins, ensuring every impression feels timely and personalized.
Gamers expect more than passive content. Interactive CTV ads, including playable creatives or mini demos, provide a glimpse into gameplay in a low-friction, high-impact format.
For example, a hyper-casual title might run a playable ad on Roku or Fire TV, allowing users to interact for a few seconds before offering a clear call to action. That interactivity builds intent, shortens the conversion path, and leads to higher-quality installs.
Over 88% of viewers use their smartphones while watching TV, and among Gen Z and Millennials, that number climbs even higher. This opens a massive opportunity for game marketers to capture fragmented attention with dual-screen messaging.
By coordinating campaigns that start on CTV and continue on mobile, marketers create stronger engagement loops and improve message retention across channels.
The retargeting in mobile gaming is cross-platform by default. Relying solely on mobile banners or in-app ads to re-engage churned players misses the larger sector in which users operate. It’s time to move beyond the small screen. With CTV’s reach, interactivity, and growing measurement capabilities, it's quickly becoming a core channel. For mobile developers and UA teams ready to think bigger, CTV represents the next stage in performance marketing.
Ready to unlock the full potential of CTV retargeting for your mobile game? Mobupps’ cross-channel retargeting solutions help top gaming apps re-engage high-value users, boost LTV, and drive measurable ROI. Our CTV and in-app sync ensures your message reaches the right player at the right time, backed by fraud protection, real-time optimization, and deep integration with leading MMPs.
Start scaling with Mobupps. Contact us: marketing@mobupps.com
Mobile user acquisition costs rise, and attention becomes harder to win, mobile game marketers are increasingly turning to a new frontier: Connected TV. CTV has emerged as a performance powerhouse, driving measurable results, particularly when combined with strategic mobile and cross-channel retargeting approaches.
Emarketer counted that CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through its forecast period to reach $46.89 billion in 2028. That year, it will surpass traditional TV ad spending ($45.10 billion) for the first time.
Mobupps is exploring the key opportunities that CTV retargeting unlocks for mobile app marketers, broken down by the strategic themes shaping the future of engagement.
With advancements in targeting, attribution, and interactivity, it has become a full-funnel performance channel. Marketers now leverage QR codes, deep links, and immersive creative formats to directly drive installs, in-app purchases, and reactivations.
According to Statista research, Global CTV advertising revenue was forecast to reach $40 billion in 2024, marking an increase compared to the previous years. By 2026, CTV ad revenue is forecast to add up to $50 billion.
Data shows CTV campaigns, when executed well, deliver strong ROI and uplift in app reopen rates, proving that performance doesn’t end at the mobile screen; it expands onto the second screen as well.
Today’s users flow between devices, and your retargeting strategy should do the same. CTV is most powerful when used as part of a multi-touch funnel, linking TV exposure to follow-up on mobile, push notifications, or social.
For example, a gamer may watch a CTV ad during a Twitch tournament and later receive a reminder via push or Instagram ad, nudging them back into the app. This cross-screen sync boosts recall and accelerates conversion, creating a cohesive and compelling user journey.
Player churn is inevitable in mobile gaming, but recovery is possible. CTV offers a fresh way to reactivate dormant users in a non-intrusive, attention-rich environment. A full-screen ad spotlighting new game content or a limited-time offer, delivered while users are engaged with streaming content, can prompt them to revisit the app.
Combine this with a compelling in-app incentive, like bonus rewards or seasonal events, and you've created a high-impact re-engagement loop.
One of CTV’s biggest advantages is the ability to tie ads to live cultural moments. There can be esports streams, sports finals, or even trending shows. This moment-based targeting captures attention at its peak and makes your game part of a shared real-time experience.
Think of pairing a CTV ad with a push notification that has such words: “Return”, “Jump back”, “Look for you”. The immediacy of the message, synchronized with the context of what users are already watching, boosts response rates dramatically.
CTV also enables hyper-targeted creative, delivering messages that resonate based on the user’s location, environment, or in-app behavior.
“Hey James, your squad needs you!” – Example of personalized messaging can make ads feel more relevant and actionable.
Smart marketers are also exploring triggers like weather-based targeting or seasonal tie-ins, ensuring every impression feels timely and personalized.
Gamers expect more than passive content. Interactive CTV ads, including playable creatives or mini demos, provide a glimpse into gameplay in a low-friction, high-impact format.
For example, a hyper-casual title might run a playable ad on Roku or Fire TV, allowing users to interact for a few seconds before offering a clear call to action. That interactivity builds intent, shortens the conversion path, and leads to higher-quality installs.
Over 88% of viewers use their smartphones while watching TV, and among Gen Z and Millennials, that number climbs even higher. This opens a massive opportunity for game marketers to capture fragmented attention with dual-screen messaging.
By coordinating campaigns that start on CTV and continue on mobile, marketers create stronger engagement loops and improve message retention across channels.
The retargeting in mobile gaming is cross-platform by default. Relying solely on mobile banners or in-app ads to re-engage churned players misses the larger sector in which users operate. It’s time to move beyond the small screen. With CTV’s reach, interactivity, and growing measurement capabilities, it's quickly becoming a core channel. For mobile developers and UA teams ready to think bigger, CTV represents the next stage in performance marketing.
Ready to unlock the full potential of CTV retargeting for your mobile game? Mobupps’ cross-channel retargeting solutions help top gaming apps re-engage high-value users, boost LTV, and drive measurable ROI. Our CTV and in-app sync ensures your message reaches the right player at the right time, backed by fraud protection, real-time optimization, and deep integration with leading MMPs.
Start scaling with Mobupps. Contact us: marketing@mobupps.com
