Performance Meets Television: Key CTV Takeaways from AGS Barcelona

At this year’s App Growth Summit Barcelona, our CRO Boaz Cohen sat down with Enric Cabestany, VP of Global Publishing at FunPlus, to discuss how CTV has evolved into a true performance channel for apps and games. Below are the key insights from that conversation—and what they mean for today’s UA leaders.

Watch the full CTV panel discussion below, or read the summary following it for actionable takeaways on measurement, creative strategy, and performance.

Why FunPlus Adopted CTV

FunPlus expanded into CTV as privacy changes (like IDFA) reduced visibility in mobile UA. The real shift happened once MMPs—including AppsFlyer, Adjust, Singular, and Branch—introduced full CTV support.

With measurement in place, CTV became a scalable acquisition channel—not just a branding tactic.

How CTV Measurement Works

Measurement is based on IP-to-IP matching between the TV device and the mobile device. Because most CTV viewing happens at home on shared Wi-Fi, match rates often reach 80–90%.

This enables performance marketers to reliably track:

• CPI and CPA
• ROAS (D7, D30, and beyond)
• Incremental lift versus control groups

FunPlus evaluates CTV within the larger user acquisition mix, focusing on its impact on blended efficiency and revenue.

Creative Best Practices for CTV

CTV requires a different creative approach than mobile UA:

• Cinematic trailers perform best. Large screens reward high-quality visuals, story-driven sequences, and polished sound design.
• ‍Localization remains essential, especially for global publishers operating in the US, Europe, and key Asian markets.
• ‍AI accelerates production, reducing timelines significantly, but internal creative teams still guide direction, prompting, and quality control.

The result: faster iteration cycles without compromising brand integrity.

CTV’s Role in a Cross-Channel Strategy

Modern players move fluidly between TikTok, Instagram, rewarded video, in-app ads, CTV, and more. CTV offers a high-attention environment that complements mobile UA—especially as games evolve across platforms.

Edge226’s cross-channel approach lets learnings flow between CTV, in-app, and OTT formats, enabling stronger optimization and scale.

Getting Started: How to Test CTV

Boaz and Enric shared clear guidance for teams exploring CTV:

• Start with modest budgets (e.g., 10–20k)
• Expect a learning phase of ~1 month
• Measure with performance KPIs (CPI, CPA, ROAS)
• Build creatives specifically for TV—strong hooks, clear storytelling, direct CTAs
• Ensure your vendor can report directly into your MMP
• Treat CTV as a performance channel, not branding

Approached strategically, CTV can meaningfully lift blended results and unlock incremental reach.

What Types of Games Perform Best on CTV?

FunPlus sees the strongest results from titles with cinematic appeal—games with strong visual identities, compelling trailers, or recognizable IP.

But ultimately, the message was clear: test first, then optimize.  Enric emphasized starting broad across channels and inventory, then using machine learning to narrow into the environments that deliver the best ROAS.

Final Takeaway

The conversation at AGS Barcelona reinforced a major industry shift: CTV is no longer an experimental channel—it’s a performance engine.

With accurate measurement, high-quality creatives, and a willingness to test and iterate, marketers can use CTV to reach high-value audiences at scale.