Attributed installs
Inside the demand-gen strategy that delivered
guaranteed installs, real revenue, and new
confidence in CTV
76%
Day 7 ROAS
Guaranteed
CPI delivery at target $
As Crumbl looked to grow its app audience in Q4 of 2025, the
dessert company wasn't simply chasing more installs. With more
than 1,000 locations nationwide, social and search had driven
strong volume. By mid-2025, growth was plateauing.
Crumbl needed incremental users who were likely to engage
and buy, not just download the app. As a new CTV advertiser,
Crumbl also needed confidence that the channel could deliver
trackable, performance-driven results in addition to upper-
funnel awareness.
How a CTV test became a
high-value acquisition engine
By the numbers:
16k+
CTV delivered both visibility and results. Premium placements
captured attention immediately, and Samsung Machine Learning
refined delivery to maximize installs and revenue.
“Samsung’s approach was radically different from what we’ve
experienced with other platforms,” said Giana Flores, paid media
specialist for Crumbl. By campaign's end, installs quickly turned
into revenue, showing Samsung delivered both volume and high-
quality users.
The Challenge:
The Impact:
The Samsung team exceeded our expectations. The results were surprisingly
competitive with our core social platforms. Running on Samsung’s Home UI gave our
brand a premium feel. That kind of attention is hard to replicate on mobile.
- Nicole Mackelprang, Director of Paid Media, Crumbl
Samsung Ads launched a seven-week campaign using it’s
CTV-to-Mobile solution, which featured:
The Solution:
Proprietary machine learning with real-time cross-device
signals to identify high-intent users
Dynamic spend optimization toward top-performing inventory,
across Samsung Home UI, Samsung TV Plus, and Immersive
Map
Complete AppsFlyer integration for transparent install and
revenue attribution
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