Kochava Finds CTV Exposure Precedes Search in Most App Installs Involving Both
· 1h ago · Originally reported by PPC Land
Kochava reports that in 96% of app installs where both CTV and search ads are involved, CTV exposure happens before search. Additionally, a study with Jampp and YouAppi found that food app users exposed to CTV ads made 14% more purchases than those only reached via mobile.
Why it matters
This highlights the growing influence of connected TV (CTV) in the user journey for app installs and purchases, suggesting CTV ads may play a key role in driving later search activity and conversions.
Explain it like I’m new here
It's like seeing a TV commercial before looking up a product online—TV ads often come first and help people decide to buy.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Search advertising
Search advertising is placing paid ads alongside search engine results, triggered by the words people search for and usually charged per click.
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