Moloco Launches Ads for Performance CTV, Bringing Mobile Precision to TV Advertising

Moloco, a leader in mobile performance advertising, has launched Moloco Ads for Performance CTV, bringing its advanced AI-driven advertising system to the rapidly growing Connected TV (CTV) space. The new offering is designed to provide measurability and precision for app marketers, who have traditionally faced challenges in optimizing TV advertising for performance goals like app downloads and user engagement.

"Connected TV represents one of the biggest untapped opportunities for app marketers today," said Sunil Rayan, Chief Business Officer & General Manager of Moloco Ads. “With Performance CTV, we're bringing the measurability and precision that app marketers expect from mobile to the world of television, giving them a genuinely new way to reach their audiences and drive results where attention has never been more valuable.”

CTV ad spending is on the rise, with global investments estimated at between $40 billion to $45 billion, according to eMarketer, and projections indicating continued growth. Despite the increase in spending, many CTV advertising platforms still rely on traditional demographic targeting methods and measure performance in a post-campaign manner, often optimizing for reach and frequency rather than specific outcomes. This has made it difficult for app marketers to track the real-time results they need from TV ads.

Moloco Ads for Performance CTV solves this problem by integrating real-time optimization and AI-powered insights into the ad-buying process, which were already a hallmark of Moloco’s success in mobile performance advertising. By working with mobile measurement partners (MMPs), the platform allows app marketers to track attribution and campaign performance just as they would on mobile, making it a true performance-driven solution for TV advertising. Early results show that campaigns running across both CTV and mobile channels provide up to 1.5x higher return on investment on CTV ads, with approximately two-thirds of users installing an app within six hours of viewing a Performance CTV ad.

“This campaign with Moloco Ads for Performance CTV was a key component of our March college basketball strategy for Fanatics Sportsbook,” said Blair Hilton, Director of Performance Marketing at Fanatics Betting and Gaming. "The performance exceeded expectations and allowed us to efficiently reach a broader audience."

Moloco's new offering is a breakthrough in the CTV space, where performance advertising has often lagged behind traditional brand-focused campaigns. By leveraging its AI expertise and adapting it to the CTV ecosystem, Moloco is enabling marketers to target high-value users, optimize campaigns in real time, and gain the performance metrics necessary for measurable success.

As CTV advertising continues to grow, Moloco Ads for Performance CTV provides app marketers with an innovative solution to engage users at scale while ensuring the performance precision that drives real business outcomes. By expanding beyond mobile, Moloco is setting a new standard for performance marketing across multiple screens, bridging the gap between traditional TV and the evolving digital landscape.