Smadex Rebrands Around Performance CTV, Reports 67% ROAS Lift for Gaming Advertiser

Smadex, founded in 2011, has refreshed its brand and website as the advertising company expands from its mobile user acquisition roots into Performance CTV for apps and games. The company's new tagline is "Grow Your App across Mobile and CTV."

Smadex began testing connected TV as a growth channel in 2022 before launching its Performance CTV product in 2023. The company said Performance CTV has scaled significantly across 2025 and 2026 and is now one of its key growth areas alongside mobile.

The refreshed website describes Smadex's approach as "one engine, two screens, infinite optimisation." The platform combines mobile and CTV signals, using a deep neural network to connect TV and mobile activity at household level and optimise campaigns against predicted outcomes rather than impressions.

Smadex highlighted a recent gaming advertiser as proof of the approach's effectiveness. Using a one-hour attribution window, 81.4% of installs arrived within the first hour of an impression, while 91.2% of households reached had no prior interaction with the app. The campaign recorded a 67.2% ROAS lift. The platform is designed to help advertisers drive installs, return on ad spend, and incremental lift through CTV while complementing existing mobile campaigns.