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

Denne episoden er hentet fra en åpen RSS-feed og er ikke publisert av Podme. Den kan derfor inneholde annonser.

Episoder(267)

#267: “AI in Action: Real-World Use Cases” Business of Apps London 2026 panel

You know it better than us — the era of experimenting with AI is over. The question isn't whether to use it anymore. It's whether it's actually moving the numbers. In 2026, the winners aren't the team...

22 Jun 46min

#266: The two levers left for app marketers with Shumel Lais, Founder of Day30

Performance marketers are running out of levers — and the one most teams haven't pulled yet is signal. In this episode, we speak with Shumel Lais , Founder of Day30, about signal engineering and why i...

8 Jun 23min

#265: How Agentic AI is changing app growth, from acquisition to retention with Andy Carvel, Ed Brocklebank, Matt Dyson, and Sven Jurgens

Hi, welcome to the Business of Apps podcast! Today, we have a special episode for you. We're featuring our recent webinar, presented by Aampe - agentic infrastructure for personalized experiences. It ...

28 Mai 1h 2min

#264: How AI decides which brands get found with Lavinea Morris, Managing Director EMEA at M&C Saatchi Performance

Brand visibility is no longer just about winning the attention of consumers — it's about being eligible to exist in the spaces where discovery happens. In this episode, we speak with Lavinea Morris, M...

25 Mai 22min

#263: Why your MarTech stack is broken with Rebecca Nackson, CEO of Notable – by Branch

What if your MarTech stack was actually working for you instead of against you? In this episode, Amanda and Adam of Branch are joined by Rebecca Nackson, CEO of Notable, to explore why most companies...

27 Apr 36min

#262: How AI is changing creative teams with Jen Taylor, Director of AI Strategy & Integration at Capacity Interactive - by Branch

What if AI didn’t replace your creative team, but made them more creative than ever? In this episode, Amanda and Adam of Branch are joined by Jen Taylor to explore how AI is changing the way creative ...

30 Mar 33min

#261: How AI is reshaping app store search with Dave Bell, CEO at Gummicube

Search inside the app stores is changing — and AI is accelerating that shift. In this episode, we speak with Dave Bell, CEO at Gummicube, about how artificial intelligence is transforming the way user...

2 Mar 12min

#260: Your mobile app strategy is backward with Matt Hudson, Founder of BILDIT - by Branch

What if your mobile app strategy was holding back your entire company's growth? In this episode, Amanda and Adam of Branch welcome back Matt Hudson, founder of BILDIT, to discuss why mobile-first thin...

23 Feb 40min