How Samsung Ads Deployed a Dynamic CTV Campaign to Capture New Revenue for Crumbl

Client: Crumbl

By mid-2025, Crumbl had become a fast-growing national dessert brand with a familiar challenge: social and search were driving the majority of app installs, but incremental growth was becoming harder—and more expensive—to sustain. While volume remained strong, returns were flattening. Crumbl didn’t need more of the same audience; it needed a smarter way to reach new, high-intent customers who were likely to engage, purchase, and deliver measurable business value.

To break the plateau, Crumbl partnered with Samsung Ads to test whether data-driven CTV could operate as a measurable acquisition engine, driving installs and revenue—not just awareness. Samsung Ads brings the power of the world’s #1 Smart TV and mobile device ecosystem to performance marketing, combining unmatched reach across hundreds of millions of smart devices with privacy-safe, deterministic data signals. Leveraging this foundation, the teams launched a seven-week Connected TV (CTV) campaign using Samsung Ads’ CTV-to-Mobile solution, powered by proprietary machine learning and real-time cross-device signals. Rather than relying on a fixed media plan, delivery was dynamically optimized across high-impact, brand-safe placements including Samsung TV Plus (Samsung’s Free Ad-Supported TV service), immersive masthead units, and native first-screen environments. Furthermore, Samsung’s auto-optimizer continuously shifted spend toward the audiences, devices, and placements driving the strongest install and revenue performance—ensuring data, not assumptions, dictated delivery. The result was a full-funnel CTV strategy that helped the client break its growth plateau, delivering premium visibility alongside measurable, performance-driven outcomes that surpassed expectations.