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

Why It Matters

The results validate CTV as a full‑funnel, performance‑driven channel for consumer brands and highlight the value of data‑sharing partnerships that boost ROI confidence.

Key Takeaways

• 16k+ app installs via Samsung Ads CTV campaign
• 23% conversion rate exceeds Crumbl’s social average
• CPI halved after early performance validation
• AppsFlyer integration provided transparent attribution data
• Evergreen creative proved effective on streaming TV

Pulse Analysis

Connected TV has evolved from a pure awareness medium to a performance engine, thanks to platforms that marry programmatic buying with granular measurement. Samsung Ads’ suite, bolstered by its partnership with attribution provider AppsFlyer, offers marketers real‑time visibility into install and purchase metrics—something traditionally reserved for mobile or desktop channels. This data transparency reduces the friction of allocating budget to a new medium, encouraging brands to test CTV with the same KPI rigor they apply to social and search.

Crumbl’s Q4 campaign illustrates the shift in practice. Targeting affluent families, the brand leveraged Samsung’s audience insights and AppsFlyer’s post‑click data to drive more than 16,000 app installs, translating into five‑figure revenue directly linked to Samsung‑served ads. A 23% conversion rate—higher than its average social‑driven acquisition—prompted Samsung to cut the guaranteed cost‑per‑install in half, underscoring the platform’s ability to self‑optimize based on real‑world performance. The campaign’s success hinged on the ability to attribute each install to a specific CTV impression, a capability that many competitors still lack.

For marketers, the takeaway is clear: CTV can now serve as a cost‑effective acquisition channel when paired with robust attribution and flexible creative strategies. Brands should consider evergreen messaging that resonates across viewing contexts while reserving seasonal bursts for holidays, mirroring Crumbl’s approach. As more ad tech firms open their data pipelines, the barrier between streaming and social performance will continue to erode, making CTV an essential component of any omnichannel growth plan.