Overview

Chime partnered with FeedMob to explore Connected TV (CTV) as a new growth channel through an exclusive partnership with Samsung. Over a multi-week pilot, the goal was to evaluate cost efficiency and downstream event performance while comparing results to core acquisition channels. Early results revealed strong signals of performance and scalability, allowing both teams to plan for future creative optimization and expanded testing.

Approach

FeedMob conducted an initial CTV pilot using Samsung TV Plus and native placements across Samsung’s owned-and-operated inventory. Campaigns were guided by privacy-compliant targeting powered by device-level engagement data, ensuring precise audience reach and performance tracking.

The test focused on driving direct deposits, reaching users across Samsung’s native and FAST channels, and aligning pricing with ROAS objectives while experimenting with CTV-specific creative formats. The pilot generated substantial data, establishing valuable benchmarks that refined pricing expectations and informed the scaling roadmap.

Results

FeedMob delivered a 3.1% Day 7 direct deposit conversion rate, twice the average across other key channels in Chime’s media mix. The projected Day 30 direct deposit rate reached 12%, again 2x higher than benchmark channel performance. This early success aligned both teams on pricing strategy, optimization priorities, and creative direction. Ongoing collaboration continues to focus on driving greater cost efficiency and long-term retention as campaigns scale.

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