Overview
The client — a leading fintech app — wanted to know whether Samsung CTV was driving genuinely incremental growth, or simply taking credit for conversions that would have happened anyway. Internally they set a 5–10% incrementality benchmark as the threshold for success, and engaged FeedMob to measure causal lift rather than relying on exposure metrics alone.
Approach
FeedMob ran a PSA methodology: a test-versus-control experiment on Samsung CTV in which one audience received the client’s ad while a matched control group saw an unrelated public service announcement. User-level holdouts were layered in to strengthen confidence in the result.
— Test vs. control on Samsung CTV, with an unrelated PSA served to the control group
— User-level holdouts layered on top of the audience split
— In-app conversions tracked through AppsFlyer; web conversions through FeedMob’s impression pixel
— Methodology independently validated by the client’s own data science team
Results
The test returned a 110% lift in enrollments — more than ten times the client’s original 5–10% goal. Results reached statistical significance ahead of schedule, validating that CTV could drive measurable, incremental growth rather than absorbing credit for organic conversions.
Statistical significance was reached ahead of schedule — the lift was not a rounding error on top of organic.