How Samsung Ads And Crumbl Got Their CTV Campaign To Perform Like Social

Why It Matters

The campaign shows that connected‑TV can serve as a cost‑effective, performance‑driven channel, expanding advertisers’ toolkit beyond traditional social media. It also demonstrates the value of transparent attribution partnerships for optimizing spend and scaling app‑based commerce.

Key Takeaways

• Samsung Ads delivered 16,000+ app installs via CTV
• Campaign achieved 23% conversion rate, surpassing social benchmarks
• Integrated AppsFlyer enabled transparent attribution for Crumbl
• CPI halved mid‑campaign, reducing acquisition costs
• Evergreen CTV creative complemented seasonal cookie promotions

Pulse Analysis

The advertising landscape has witnessed a rapid migration of performance‑driven budgets from social networks to connected‑TV (CTV) as programmatic platforms mature. Samsung Ads, leveraging its partnership with the demand‑side platform The Trade Desk and a native integration with mobile attribution provider AppsFlyer, offers advertisers a single pane of glass to measure installs, purchases, and revenue directly from streaming inventory. This data‑first approach addresses a long‑standing skepticism about CTV’s ability to deliver measurable ROI, positioning it as a credible alternative for brands seeking to reach high‑value households while retaining granular performance insights.

Crumbl’s seven‑week CTV push illustrates the practical upside of that shift. The campaign produced more than 16,000 app installs and achieved a 23 % conversion rate—outperforming the brand’s average social acquisition funnel. By validating each install through AppsFlyer, Crumbl could negotiate a mid‑flight reduction in cost‑per‑install, effectively halving the guaranteed CPI and improving overall acquisition efficiency. Creative tactics also evolved; the brand leaned on evergreen messaging for brand recall, punctuated by seasonal spots for holidays, proving that CTV can balance long‑term branding with direct‑response goals.

These results signal a broader opportunity for direct‑to‑consumer (DTC) companies to embed CTV into full‑funnel strategies. Transparent attribution, coupled with Samsung’s optimization tools, enables marketers to iterate quickly without manual media‑plan adjustments, a capability that resonates with agile growth teams. As more advertisers adopt similar integrations, we can expect CPI benchmarks to tighten and creative playbooks to expand, blending evergreen narratives with timely offers. Ultimately, the Crumbl‑Samsung case underscores that CTV is no longer a brand‑awareness‑only medium but a measurable, cost‑effective channel for driving app installs and sales.