Connected TV advertising is growing fast—but can it actually outperform mobile user acquisition?

In this episode of Growth Masterminds, host John Koetsier sits down with Michal Schwartz, Head of Growth at YouAppi, to explore how CTV is evolving from a branding channel into a serious performance marketing platform.

Michal shares lessons learned from both the advertiser side at Playtika and the platform side at YouAppi, including where CTV is delivering lower CPIs, reaching audiences mobile campaigns miss, and opening new opportunities for app marketers.

They discuss:

• When CTV can outperform traditional mobile advertising

• Which app categories are seeing the strongest results

• Why gaming, fintech, rewards, and travel are embracing CTV

• Creative best practices for connected TV campaigns

• QR codes, voiceovers, subtitles, and effective calls-to-action

• Global opportunities beyond the U.S., including LATAM, Europe, and Japan

• Attribution, measurement, and privacy challenges

• The rise of CTV retargeting and cross-device marketing

• How Amazon, Netflix, Roku, and other streaming platforms are shaping the future of advertising

• Why CTV may become a standard performance channel for growth marketers

If you’re responsible for app growth, user acquisition, performance marketing, or mobile advertising, this conversation offers a practical look at one of the fastest-growing channels in digital marketing.

#CTV #ConnectedTV #GrowthMarketing #UserAcquisition #MobileMarketing #AppMarketing #PerformanceMarketing #AdTech #StreamingTV #YouAppi