How does CTV fit into a Connected Growth Strategy?

Thursday, November 12, 2026 at 12:20 PM to 1:00 PM · 40 min. (Europe/Berlin)
The Boardroom
Roundtable
CTV

Information

CTV is more than a standalone performance channel. It can also create a powerful halo effect across mobile user acquisition, retargeting, and the wider app growth strategy.

This roundtable will explore how marketers can connect CTV with their existing performance channels to drive incremental growth, improve conversions, and maximise ROAS, while understanding how to measure CTV's direct and indirect impact.


Key roundtable discussion points:

The halo effect: How does CTV exposure influence mobile installs, engagement, and conversions across other channels?

Connected growth: How can CTV, mobile UA, and retargeting work together to improve overall performance?

Measuring impact: How can marketers distinguish direct CTV conversions from incremental lift across other channels?

Attribution: Are traditional attribution windows and view-through models enough to capture CTV's full value?

Investment: How should marketers allocate budgets when CTV's impact extends beyond directly attributed results?

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