Overview

Approach

FeedMob used a public service announcement, or PSA, methodology to measure incrementality through a single test-versus-control experiment on Samsung CTV — capturing both in-app and web enrollment lift in one test. One audience saw the client’s ad, while a matched control group with the same size and targeting saw an unrelated PSA instead.

FeedMob also applied a user-level holdout to the test, a rigor not used by other measurement approaches, which further strengthened confidence in the results.

By comparing enrollment activity across the two groups, FeedMob isolated the impact caused by the ad. Enrollments were tracked through AppsFlyer for in-app conversions and FeedMob’s own impression pixel for web conversions, and the lift became clear and statistically significant. FeedMob managed the experiment end to end, and worked with the client’s data science team, who independently reviewed the methodology and results.

Results

Validated by the data science team of one of the largest fintech companies in the US, FeedMob’s Samsung CTV campaign delivered a 110% lift in enrollments—more than 10 times the client’s original goal. The test was concluded ahead of schedule after reaching statistical significance, with strong positive results and high confidence. The results proved that CTV could drive measurable, incremental growth and gave the client confidence to continue investing in the channel.

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