Observed Signal · Apr 3, 2026 · Campaign · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Samsung Ads Helps Crumbl Drive Social-Like CTV Performance
Crumbl ran a seven-week CTV acquisition campaign with Samsung Ads in Q4 to test whether streaming TV could deliver performance outcomes similar to social channels. Samsung Ads’ integration with AppsFlyer allowed Crumbl to validate attribution on its backend. Samsung published a case study showing the campaign drove over 16,000 app installs and at least five-figures in revenue attributable to Samsung users; Crumbl reported a 23% conversion rate to purchase, slightly above its average social acquisition performance. The ads' success enabled Samsung to lower the guaranteed cost-per-install mid-campaign. Crumbl emphasized using evergreen CTV creative (with some seasonal variants) to support longer-term app acquisition, noting its mobile app accounts for an estimated majority of sales.
Shows CTV can be used as a measurable performance channel with verified in-app attribution (AppsFlyer), delivered strong install and conversion results, and influenced pricing (lowered CPI) — relevant for advertisers rethinking CTV beyond pure branding.
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Key Takeaways & Evidence Grounding
- Crumbl ran a seven-week CTV acquisition campaign with Samsung Ads during Q4.
- Samsung Ads’ integration with AppsFlyer was used so Crumbl could validate attribution on its backend.
- The campaign generated over 16,000 app installs and at least five-figures in revenue attributed to Samsung users.
- Crumbl reported a 23% conversion rate to purchase from the campaign, slightly above its social acquisition average.
- Samsung lowered the guaranteed CPI (cost per install) about halfway through the campaign due to performance.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Samsung Ads: CTV Is More Than Streaming
Samsung Ads' Matt Bryan argues that CTV should be defined as data-rich advertising beyond traditional streaming, encompassing all activity on Smart TVs. In a VideoWeek interview filmed at Roadmap in London, Bryan explains that Smart TV data captures user interactions across streaming, gaming, and linear TV on the device, enabling advertisers to run holistic campaigns that span multiple media types. The discussion touches on home screen ads and the broader connected-home ecosystem as ways to bolster CTV strategies. The piece positions Samsung Ads as advocating for an integrated, device-centric approach to cross-media planning, using first-party data and device signals to improve targeting and measurement across screens.
Samsung Makes CTV Ads Playable via GameBreaks
Samsung Ads announced that its interactive GameBreaks ad format is now available for programmatic buying, enabling advertisers to scale gamified commercials on the Samsung TV Plus streaming service. Launched earlier in 2025, GameBreaks replaces standard commercials with simple games controlled via the TV remote. Samsung says a recent Tastemade campaign reached nearly 15 million U.S. households. The programmatic expansion adds two new games — Crosslink and Mix It Up — bringing the portfolio to seven titles. Samsung positions the move as a competitive advantage enabled by its integrated hardware/software TV ecosystem and part of a broader industry shift toward AI-driven gamification and interactive CTV ads.
Home Screen Ads Drive CTV Brand Uplift
The article argues that the CTV home screen has become premium ad real estate in Europe, acting as a discovery engine for viewers. Samsung Ads reports home screen ads deliver a 10% uplift in purchase intent and improve brand perception, with viewers returning to the home screen more than five times per session. In a partnership with MTM Research Consultancy, Samsung also shows that combining home screen formats with Samsung TV Plus streaming ads yields stronger outcomes: 16% uplift in spontaneous brand awareness, 30% higher positive brand sentiment, and a 13% rise in first-mention brand consideration. Additional findings indicate viewers exposed to both channels are 22% more likely to view the advertiser as high quality and 20% more likely to view them as leading. The piece notes UK CTV spend projections (£2.94B by 2028) and positions the home screen as a core, harmonised component of a 360-degree CTV strategy.
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