Moloco has introduced ‘Moloco Ads for Performance CTV’, marking its entry into connected television (CTV) as a performance-focused advertising channel. The new offering is designed for app marketers looking to drive measurable outcomes such as installs and user engagement through television screens.
Building on its expertise in mobile advertising, Moloco’s latest product brings real-time optimisation capabilities to CTV campaigns. Unlike traditional TV advertising, which often relies on demographic targeting and post-campaign analysis, this solution enables advertisers to track and optimise performance dynamically based on user actions.
The platform integrates with mobile measurement partners, allowing for precise attribution and actionable insights. Advertisers can access CTV inventory across multiple supply partners while also benefiting from publisher-level reporting and seamless integration with existing analytics tools.
The move comes at a time when connected TV is gaining traction globally but remains underutilised as a performance channel. By introducing outcome-based optimisation, Moloco aims to bridge the gap between branding and performance marketing on television.
Early campaign results indicate that combining CTV with mobile advertising can drive stronger returns, with a notable portion of app installs occurring shortly after ad exposure. This highlights the growing potential of CTV as part of a multi-channel strategy.
With shifting consumer viewing habits and increasing demand for measurable media, Moloco’s latest launch positions CTV as a more accountable and results-driven advertising medium for modern marketers.
