Guest Q&A with Justin Fromm, Samsung Ads
CTV x Sports: Where app marketers can win big.
This month’s guest is Justin Fromm, Head of Insights at Samsung Ads. We asked him how app marketers can harness the massive momentum of live sports.
What are some ways that advertisers are using the key sports moments like the NHL and NBA playoffs to build deeper engagement?
Viral sports moments offer prime opportunities for advertisers to create deeper, more meaningful engagement with fans. We're seeing brands leverage the scale and targeting power of CTV to deliver tailored messaging during high-impact moments—whether that’s syncing campaigns to live game triggers or using first-party data to reach specific fan segments across devices. Interactive formats are also playing a bigger role, with many brands extending the conversation beyond the game by sponsoring highlight reels, post-game analysis, and shoulder content to stay top of mind before, during and after the final buzzer.
As live sports become more fragmented across platforms, how are advertisers adapting their media planning to keep up?
As traditional cable declines, CTV is emerging as the go-to destination for live sports. To reach sports audiences where they are, advertisers must focus on flexible, streaming-first media strategies backed by rich data to deliver relevant content where fans are more likely to watch. Our recent report found that casual sports fans are more likely to sign up for multiple streaming services to watch live events, and 75% of viewers cancel or pause their subscriptions at the end of the season. Advertisers can continue the conversation with these viewers if they have rich, device-level data to inform their media planning.
With high-stakes events drawing massive attention, how can advertisers best capitalize on these cultural moments in a CTV environment?
Fueled by sports fans’ passion, advertising can reach new levels of efficacy with CTV, which unlike traditional linear TV offers a dynamic, two-way experience that keeps viewers deeply immersed and engaged. CTV enables brands to connect with viewers in a more personal way - the key is treating these events not just as media buys, but as engagement opportunities. At Samsung Ads, we help brands activate around these moments by identifying passionate fan segments and delivering relevant messaging in multiple formats and locations across our Smart TV operating system and beyond.
Second-screen viewing isn't new, but still increasing even for viewers watching live sports on CTV while engaging on mobile at the same time. How should advertisers think about syncing or complementing those experiences across screens?
As TV viewing continues to shift toward a multiscreen experience, interactive advertising is set to become a staple of every commercial break. The key is to be responsive to how consumers want to engage. We can expect advertisers to implement more QR code prompts, branded game breaks, and engaging trivia challenges—all aimed at boosting interaction and bridging the gap between television and mobile devices. Mobile app marketers should also look to leverage CTV to drive measurable, full-funnel mobile conversions, affording an invaluable opportunity to reach leaned-in viewers to propel performance on mobile.
