How Samsung Ads Helped a Main Mobile Gaming Firm Attain New Gamers at Scale | Weblog

When one of many world’s prime cell gaming firms got here to Samsung Ads, they weren’t in search of “just another ad channel.” They’d already maxed out search, blanketed social, and squeezed each drop from the standard suspects. What they wanted was a option to continue to grow when it felt like they’d already reached everybody.
 

“Our client is already running on every major channel,” mentioned Ryan Garcia, a senior chief on the CTV to Mobile Conversion staff. “At that scale, incremental growth is the hardest thing to find. They needed to keep adding new users, get people to play their games, and ultimately spend within the app.”

A Solution That Speaks Our Partners’ Language

By the time the shopper arrived at Samsung Ads, they’d already tapped into the most important digital social and search platforms on the planet. What they hadn’t accomplished was declare essentially the most worthwhile display screen in the home, the tv.
 

Samsung Ads opened that door with direct entry to Samsung Smart TVs. That meant unique, front-and-center visibility on prime actual property that no different demand-side platform may supply.
 

“What we offer is inventory that no one else has,” mentioned Garcia. “Our native placements on Smart TVs aren’t available anywhere else. The opportunity lies there because it’s a new environment and it’s incremental.”
 

Another uniquely-Samsung profit? The potential to flip the danger equation, and supply CPI-based pricing. 
 

“One of our biggest differentiators is that clients pay based on installs, not impressions,” mentioned Saejun Cha, Samsung Ads product advertising and marketing supervisor. “They don’t risk a large upfront spend without knowing whether it will perform, and that gives them confidence.”
 

To maximize efficiency, Samsung Ads used first-party viewers alerts to establish high-value sport gamers, then layered in insights from cell measurement companions (MMPs) to trace which viewers have been most probably to put in. Campaigns dynamically optimized bids by time of day, machine sort, and content material considered, whereas rotating inventive to tell apart between net-new customers and returning gamers.
 

“Within our universe of Smart TVs, we’re carving out Venn diagrams of overlap between Samsung’s audience and the client’s audience,” mentioned Cha. “Then we optimize across inventory, time of day, and pricing to make sure we’re hitting their goals.”
 

For gaming advertisers – the place success hinges on turning installs into loyal, paying gamers – that performance-based mannequin spoke their language.
 

From Couch to Click: Making TV Work for Mobile Gaming
 

For years, cell gaming firms funneled 90% to 95% of advert budgets into social and search, just because these channels have been simpler to measure. But that reliance created a measurement bias. Just as a result of spend was trackable didn’t imply it was the simplest.
 

TV, in contrast, was lengthy seen as supreme for consciousness however unimaginable to tie to efficiency. Samsung Ads turned that assumption on its head. By linking Smart TV exposures on to cell installs via MMP attribution, they proved that TV may very well be each a branding play and development engine.
 

Because Samsung Ads controls unique native placements on the Smart TV house display screen, the shopper reached audiences they merely couldn’t contact elsewhere. “This was the first time many gaming advertisers could put their ad directly on the Smart TV home screen,” Garcia defined. “It’s where consumers are spending more and more time, and that’s a big shift in behavior.”
 

By pulling over 300 viewer alerts from throughout 77 million Samsung Smart TVs, Samsung Ads can optimize native adverts in response to viewer geography, time of day, sort of content material, and TV mannequin sort. These alerts affect the place to position the advert on the display screen, the simplest sort of inventive to make use of, and greatest practices for CTA themes. 
 

The shopper wished proof that TV may drive actual cell development. Using its MMP because the supply of fact, Samsung Ads tied CTV publicity to app installs inside 24 hours and tracked income over the primary seven days. To guarantee these weren’t installs that will have occurred anyway, the gaming firm layered on their very own geo-lift research to show that Samsung Ads wasn’t simply delivering installs, however delivering incremental ones.
 

“With Samsung Ads, we can close the loop and show that TV can drive app installs and revenue,” mentioned Garcia. 
 

By shifting from CPM to CPI and making use of machine studying optimization, the marketing campaign delivered stronger efficiency at a decrease price. The shopper diminished cost-per-install by almost one-third, gaining considerably extra installs that will have price 70% extra below a CPM mannequin. Just as importantly, the method attracted high-value customers who make in-app purchases and helped the shopper surpass 50% of its Day 7 ROAS objectives.
 

“The key takeaway is that this channel delivered real incremental reach and measurable impact beyond what our client was getting from saturated social and search campaigns,” mentioned Garcia.
 

Scaling Together: From Experiment to Growth Partner
 

The marketing campaign did greater than ship outcomes – it reframed the connection. What started as a check of a brand new channel grew to become proof that Samsung Ads may very well be a real development associate.
 

“At the end of the day, the client wanted to know two things: could we reach new audiences, and could we do it profitably?” mentioned Cha. “The answer was yes on both fronts. And that opened the door to scaling together.”
 

With measurable efficiency, unique entry, and a mannequin designed for cell gaming, Samsung Ads helped the shopper see alternative the place others solely noticed limits.
 

What began as a single marketing campaign now serves because the blueprint for future development.