Inside Jampp’s CTV Summit in NYC: Key moments & learnings

We recently hosted our first CTV & Mobile Summit in New York City, in collaboration with YouAppi and our parent company, Affle.

In a market saturated with noise, our goal was simple: to create a space where mobile marketers could cut through the hype, voice their real-world challenges, and leave with actionable strategies. To deliver on that promise, we started by selecting a curated group of industry leaders ready to openly discuss their experience with CTV:

• Anuj Kumar, Co-founder, Chief Revenue & Operating Officer at Affle
• Maulana Moore, Partner Development Manager, AppsFlyer
• Hitesh Dhingra, Founder & CEO, DogPack
• Michael LaFond, Senior Manager, Platform Ad Sales, Roku
• Megan Price, Head of Performance, M+C Saatchi Performance
• Vincent Scala, Co-Founder, Work Dog Studios
• Lidor Feldman, Retargeting Lead at Game Story
• Meiry Vaknin, Chief of Partnerships & Innovations at Affle

In this article, we’re recapping the key conversations and takeaways from the Summit. Read on for the strategies you can apply to your mobile growth campaigns.

Kicking off: The CTV opportunity

The summit kicked off with a data-packed presentation from Affle’s Co-founder, Chief Revenue & Operating Officer, Anuj Kumar, setting the stage for the day's discussions. Anuj mapped out the current landscape, making it clear that CTV is no longer an emerging channel but a dominant force in media. Key highlights from his presentation included:

• The CTV ad spend boom: The market is rapidly expanding, with projections showing CTV ad spending growing from $25.1 billion in 2023 to an estimated $40.9 billion by 2027. By then, CTV will account for one-third of all TV ad spending.
• A new kind of screen engagement: With over 5 billion CTV users, the growth opportunity is massive—but cracking CTV is about understanding users’ mindset when watching TV. It's a "lean-back," shared, co-viewing experience with minimal clutter, creating a unique, high-impact environment for brands.
• Complementing—not competing—with Mobile: Think of CTV as the first step in a seamless cross-screen journey. It isn't a silo; it's a powerful complement to your existing app growth strategies. It leverages the high-impact environment of the big screen to capture attention and drive high-intent users to their phones, resulting in measurable installs, purchases, registrations, and more.‍
• What "Performance CTV" actually means: Anuj drew a sharp line between performance CTV and traditional Linear TV or branding campaigns. This new model is defined by its measurability and optimization capabilities, including in-app event attribution and accurate ROI measurement, behavioral targeting, real-time data-driven optimization, and integrations with the leading MMPs.

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Diving deeper: 4 learnings you can't afford to miss

Following the opening session, the conversation continued with a deep-dive panel hosted by Meiry Vaknin, Affle's Chief of Partnerships & Innovations. He was joined by Maulana Moore (AppsFlyer), Hitesh Dhingra (DogPack), Michael LaFond (Roku), Megan Price (M+C Saatchi Performance), Vincent Scala (Work Dog Studios), and Lidor Feldman (Game Story)  for a masterclass in practical, cross-screen strategy. Here are the most actionable learnings from our experts: 

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Your competitors are already running CTV

The panel echoed industry sentiment that CTV has evolved from a branding channel into a key driver of installs and retention that many are already testing. This shift is driven by two key trends: the rise of self-serve platforms (with many demand partners facilitating this by offering cost-effective solutions and making CTV easier for performance advertisers to test) and a "massive influx of supply" thanks to services like Netflix or Disney+ embracing ad-supported tiers.

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You can't optimize what you can't measure

Measurement for CTV has evolved. "When it comes to measurability, you see the completion rates, how much people are watching, how much time they're spending...” explained Hitesh from DogPack. AppsFlyer’s Maulana Moore emphasized this, noting that brands with apps now see them "as the anchor for all channels" and with CTV, they can "see the same outcomes and results that we're seeing in mobile".

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Creative is the bridge across screens

CTV offers a more relaxed, immersive environment than mobile, giving brands a rare chance to hold attention, and as Vincent Scala, CEO & Creative Director of Work Dog Studios noted, “the first 3 to 15 seconds are everything”. Here’s what resonated most across the creative discussions:

• Storytelling > gimmicks: as Vincent Scala puts it, “you don’t need a shocking TikTok-style hook when the viewer can’t swipe away, just tell a great story”.
• Make the QR code part of the story: The primary call-to-action should not be a "last-minute overlay." It must be seamlessly integrated into the ad's narrative, giving users enough time to scan a QR code or look for a specific brand in the app store. ‍
• Your CTV ad is a primer for other channels: A successful CTV creative has a powerful halo effect. As Megan Price noted, it amplifies downstream channels: “When audiences see your brand again on Facebook a few days later, they’re already primed to convert.”

From insights to action: The deep-dive roundtables

Following the expert panel, we invited our guests to join deep-dive roundtables. Marketers, partners, and speakers broke off into focused groups to tackle everything from creative best practices to attribution challenges. This was a fantastic opportunity to continue the day's conversations in a more hands-on format, allowing attendees to dig deeper into the topics that mattered most to them.

The day wrapped with a happy hour, providing the perfect finishing touch for attendees to decompress, build genuine connections, and continue the conversations that will shape their strategies for 2026.

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Final takeaway: Your first CTV move is now

The day's discussions were perfectly captured in a final, powerful comparison from Lidor Feldman. She called CTV "the next Meta," noting that the huge first-mover advantage goes to the marketers who learn to navigate it now—before it becomes more saturated and competitive.

On that powerful note, we want to extend a huge thank you to our incredible speakers, our partners at YouAppi and Affle, and every guest who brought their energy and insights to the room.

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Ready to drive measurable growth with CTV? 

Get in touch with the Jampp team to build your cross-screen playbook, just as we have for partners like Fetch, Serasa Experian, and Liverpool.

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