Smadex refreshes brand as Performance CTV scales through 2025–26
Key takeaways
- Smadex began testing CTV for app growth in 2022
- Smadex launched its Performance CTV product in 2023
- A gaming campaign recorded a 67.2% ROAS lift using Smadex
- 81.4% of installs arrived within one hour; 91.2% of households had no prior app interaction
Smadex has refreshed its brand and website as the adtech firm expands from mobile-only user acquisition into Performance CTV for apps and games. The company says it began testing connected TV for app growth in 2022 and launched its Performance CTV product in 2023, and that the channel has scaled significantly across 2025 and 2026.
Founded in 2011, Smadex built its business on mobile UA across in‑app and mobile web before layering in TV. The redesigned site uses the tagline “Grow Your App across Mobile and CTV” and the phrase “one engine, two screens, infinite optimisation.” Smadex describes a single platform that combines mobile and CTV signals and runs a deep neural network to link TV and mobile activity at household level, optimising campaigns against predicted outcomes rather than impressions.
Smadex pointed to a recent gaming advertiser as a performance proof point. With a one‑hour attribution window, 81.4% of installs arrived within the first hour of an impression and 91.2% of reached households had no prior interaction with the app; the campaign recorded a 67.2% ROAS lift. The company wrote, “CTV has been around for some time; Performance CTV for the App Economy is relatively new. Smadex is one of the pioneers. We have built and are constantly innovating a growth engine to tap into the combined power of mobile data and big screen signals to drive conversion on people’s phones.”
Why it matters
Takeaway: App advertisers who already run mobile UA now have a vendor pitching a single optimisation engine across phone and TV, with one campaign case showing quick installs and a 67.2% ROAS lift—concrete numbers you can test against your own benchmarks.
Original source
PocketGamer.biz
