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For years, mobile app marketers have operated in two separate worlds.
On one side: performance channels like search, social, and mobile where measurement is trusted and optimization is precise.
On the other hand, television, a high-impact channel traditionally viewed as a brand investment, where the absence of clicks made it difficult for app marketers to measure performance or optimize with confidence.
Today, we are launching our Mobile App Promotion product for TV, with partnerships across five leading MMPs: Adjust, AppsFlyer, Branch, Kochava, and Singular. Now advertisers can run App Promotion campaigns on premium TV with no added markups and measure installs and post-install events directly in the same MMP dashboard they already trust.
No markups. No added fees. Just TV, working like a performance channel.
Connected TV has become one of, if not, the most prominent screen in the household and one of the fastest-growing ad channels in digital marketing. Audiences are spending more time streaming than ever before, and advertisers in gaming, ecommerce, fintech, and subscription services are increasingly asking the same question: can I run TV the same way I run search and social?
Until recently, the answer was effectively no. TV measurement lived in its own ecosystem, attribution lacked clarity, and the workflow was disconnected from the infrastructure savvy mobile marketers had spent years building.
Universal Ads was built to solve this. Our platform gives advertisers of all sizes access to premium TV inventory across the networks audiences love most, with the buying controls and measurability that performance marketers expect. By integrating directly with leading MMPs, we’re extending the same independent measurement framework advertisers trust across search, social, and display into premium TV.
We’re bringing TV into the mobile performance ecosystem so that app marketers can grow on the biggest screen.
The setup is intentionally simple.
Advertisers create a CTV-to-Mobile attribution link through their existing Adjust, AppsFlyer, Kochava, Singular, or Branch account and append it to their App Promotion campaign in the UA Ads Manager. When a viewer sees an ad on their TV and installs the app on their phone, that install and any downstream in-app activity is attributed and reported directly within the advertiser's MMP dashboard.
That means:
The result is a complete, cross-channel view of app growth, with TV measured the same way as every other performance channel.
Mobile attribution is just the beginning. At UA we’re building TV into the performance stack, piece by piece. From here, Universal Ads will continue building the capabilities app marketers expect, including in-platform install and event reporting, audience creation powered by real-time app signals, and optimization systems that use postbacks to improve performance outcomes.
The result: less wasted spend and a CTV channel optimized for performance, even without clicks.
Ready to drive installs from TV? Click here to get started.
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