How to Advertise An App on Connected TV?

The Connected TV market is rapidly evolving, and its potential for app promotion is only growing. As early as 2024, 82% of Gen Z and millennials actively used streaming services. For mobile marketing agencies this means opening up new opportunities for user engagement—advertising on the big screen, in a premium environment, and under conditions of maximum attention.

What Is Connected TV?

Connected TV refers to devices that provide users with access to online content. Unlike traditional television, where the user is limited to channels and scheduled programming, on Connected TV they can choose any service or program.

For example, they can use YouTube, Netflix, or Amazon Prime Video, which are often built-in on Smart TV, or connect via gaming consoles and other devices (like Apple TV, Roku, Amazon Fire TV). With the development of CTV, advertisers have more opportunities to promote mobile applications.

What are the pros of Connected TV advertising?

1. Access to a broad audience. The Connected TV market is estimated at $10.5 billion in 2025 and is expected to grow to $19.53 billion by 2030. Statistics confirm that modern users are increasingly choosing built-in Smart TV services.
2. High engagement. Users independently choose the content they watch, making background viewing less likely. Furthermore, watching ads on a large screen promotes better visual perception of information. It’s also more convenient to scan QR codes or follow links to Google Play and App Store on a Smart TV.
3. More precise targeting. When a user registers on CTV devices, they provide personal information. Connected TV advertising takes into account user behavior and preferences, and can even synchronize with a smartphone or tablet. This allows advertisers to show ads to more relevant viewers.
4. High ad completion rate. Many ad formats do not have a skip or close function for the banner/video. This feature ensures the advertisement is viewed in its entirety.
5. Image-enhancing effect. Advertising a mobile app on Connected TV is perceived by users as prestigious and thus enhances brand trust. On the big screen, ad creatives look more impressive and memorable compared to a mobile version.

Mobile App Advertising Formats on Connected TV

One of the advantages of Connected TV devices is the variety of advertising formats. This helps in selecting the right template for a specific goal, from increasing the number of installs to driving a target action inside the mobile app. Let’s look at the most common formats.

1. In-Stream Video.

This is a classic video ad played before, during, or after the main content (similar to YouTube Pre-Roll). The duration is typically 15-30 seconds.

2. Ad Pod.

A series of video ads played back-to-back in a single commercial break. An ad pod can be shown at the beginning, middle, or end of content.

3. Video Action Ads.

This is a YouTube format where the video ad is accompanied by an interactive element: a button, QR code, or link. The primary goal is to prompt the viewer to take a target action (like installing an app) directly while watching.

4. Interactive Video.

This type of Connected TV advertising allows the user to interact with the content. For example, they can click on elements within the ad, navigate to additional information, etc.

5. Dynamic Creative.

A format where the advertising message is automatically tailored to the audience, time of day, or context. This allows for showing the most relevant offer possible.

6. Banners.

Static advertisements that can be placed on the platform’s home screens. They are less intrusive and aim to increase brand awareness and recall. This format is used within Smart TV services, as well as in the LG Content Store and Samsung Smart Hub.

7. Branded Pause.

When a user pauses a video, the screen doesn’t just darken but turns into an advertising space. This is an effective way to catch the viewer’s attention.

Where to Launch App Advertising on Connected TV?

The Smart TV market today is saturated with offerings, and this is precisely what opens up vast opportunities for advertisers to promote their apps. Let’s look at the key players and their advertising solutions in the CTV space.

LG TV

LG TVs run on the webOS platform, which is known for its user-friendly interface and a broad ecosystem of applications. For advertisers, the company is developing its own platform, LG Ad Solutions, which provides the following opportunities:

• In-app and in-streaming service video advertising.
• Dynamic banners on the home screen.
• Interactive creatives with QR codes.
• Targeting based on content type, usage time, and user interests.

Samsung TV

The Samsung Ads platform provides advertisers with extensive data on user behavior, including viewing habits on linear TV and OTT. When promoting a mobile app, you can use formats such as:

• Pre-roll and mid-roll advertising within Samsung TV Plus (a free OTT service).
• Banners on the home screen.
• Branded Moments — ads that are displayed when the TV is turned on.

Xiaomi TV

Xiaomi is actively growing in the Smart TV market, especially in Asia, and offers campaigns with geo- and demographic targeting. Advertisers can run banners in PatchWall and video ads in pre-installed applications on the TV.

Apple TV

Apple TV has traditionally targeted a premium audience with a high income level. Advertising can be launched through Apple Advertising or partner DSPs that support placements on Apple TV+. Key opportunities include:

• Advertising within Apple TV+ and the App Store for tvOS.
• Cross-promotion with iPhone and iPad via Apple ID.

Google TV

Google TV is actively being integrated into televisions from Sony, TCL, and Philips. The platform allows for expanding campaign reach by combining Connected TV and the Google ecosystem. The following options are available to advertisers:

• Video advertising within Google TV applications.
• Extending campaign reach on YouTube via 15-second In-Stream videos or 6-second bumpers.
• Targeting users based on their interests, habits, and preferences.

What is the Future of Connected TV?

Advertising on Smart TV continues to develop rapidly due to the release of new devices and viewers’ growing preference for online content. Key trends include:

1. Growth in CTV ad spending. In 2026, its volume is expected to reach $26.92 billion. This figure will only grow in the coming years.
2. Increase in ad-supported streaming platforms. A number of streaming services are expanding their ad-supported subscription tiers, allowing them to reach audiences who prefer cheaper, more accessible content.
3. Rise of personalization. Connected TV will enable more precise audience targeting for ad displays by gathering information from, for example, users’ phones.
4. Integration of Artificial Intelligence. Google, Samsung, and LG are integrating AI into their new TV models. For instance, Google Gemini allows for content search without typing specific keywords. Samsung’s Vision AI overlays real-time subtitles. In LG’s OLED models, AI configures personalized recommendations.

App Promotion at Acquisition.mobi

Acquisition.mobi provides a variety of app marketing services, from purchasing high-quality traffic and developing ad creatives to in-app advertising and ASO. Since 2020, we’ve delivered over 100 successful projects, helping clients increase app installs.

Looking for a team to help your app grow faster? Email us at info@acquisition.mobi to discuss your project.