Business of Apps Podcast1 Des 2025

#250: CTV powering mobile conversion with Kaitlin Stebbins, Mobile Growth & Performance Media Lead at Samsung Ads

As mobile marketers head into another year of rising costs, shrinking signal, and fiercer competition across search and social, one performance channel keeps gaining momentum where few expected it: connected TV.

What used to be dismissed as “just a brand play” is now becoming a measurable, high-intent driver of installs and in-app actions — especially when powered by OEM data.

In this App Talk special of the Business of Apps Podcast, David Murphy sits down with Kaitlin Stebbins, Mobile Growth & Performance Media Lead at Samsung Ads, to unpack what CTV can really do for app growth. Kaitlin breaks down how Samsung’s unique data layer, measurement integrations, and precision targeting are helping mobile marketers reach new audiences, hit their KPIs, and diversify beyond the crowded Meta-Google-TikTok triangle.

You’ll hear why CTV is no longer an upper-funnel luxury, how Samsung connects exposure to mobile conversions, and why even allocating 5–10% of spend can unlock incremental users that traditional channels miss. If you’re rethinking your performance mix for 2026 — this conversation is your roadmap.

Today’s topics include:

Why CTV is no longer just brand awareness and how it now drives installs and in-app actions.
How Samsung Ads leverages OEM data to deliver precise, performance-focused targeting.
Why mobile marketers should diversify beyond search and social to reach higher-value audiences.
How CTV measurement works, including IP-based attribution through mobile measurement partners.
What success on CTV looks like, from KPI alignment to full-funnel performance across TV, mobile, and web.

Links and Resources:

Quotes from Kaitlin Stebbins

“The idea that CTV can’t drive performance is a big misnomer — we’ve been working with direct-response advertisers for years, and it absolutely drives action.”

“CTV reaches a completely different audience than social — older, higher-income, and far more likely to take meaningful action after seeing an ad.”

“Lean heavily into CTV in 2026. Your big, beautiful creative deserves to be seen on the largest screen in the home — served to the right person at the right time.”

Host

Business Of Apps - connecting the app industry since 2012

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