National Brand Reaches 8.5M Households via CTV
How programmatic Connected TV advertising delivered exceptional brand lift at significantly lower cost per reach than traditional television for a consumer goods company.
Key Results
The Challenge
The client, a national consumer packaged goods company, had relied heavily on traditional linear TV advertising for brand building. But with cord-cutting accelerating and their target demographic increasingly streaming-first, reach and efficiency were declining.
Their media agency had been slow to shift budget to Connected TV, citing measurement challenges and inventory concerns. Meanwhile, competitors were already establishing presence in streaming environments.
Leadership wanted to test CTV at scale to evaluate it as a viable alternative to linear TV. The success criteria were clear: achieve comparable or better reach efficiency while demonstrating measurable brand lift.
The Solution
We designed and executed a comprehensive CTV campaign leveraging programmatic buying across premium streaming inventory. The strategy combined broad reach tactics with precise targeting to maximize both scale and efficiency.
Rather than simply replicating their linear TV strategy, we took advantage of CTV's unique capabilities: household-level targeting, frequency management, and cross-device measurement that linear TV couldn't provide.
We also built robust measurement frameworks to demonstrate brand lift and business impact, giving leadership the data they needed to confidently shift more budget to CTV.
Our Approach
Audience Strategy & Targeting
Developed detailed audience segments based on first-party data and purchase behavior. Layered demographic, behavioral, and contextual targeting to reach high-value households efficiently.
Premium Inventory Sourcing
Secured inventory across major streaming platforms including Hulu, Peacock, Paramount+, and Roku. Prioritized brand-safe, premium environments that aligned with the brand's positioning.
Creative Optimization
Adapted existing TV creative for the streaming environment and developed CTV-specific versions. Tested different creative approaches and optimized based on completion rates and brand lift data.
Cross-Device Frequency Management
Implemented household-level frequency caps to prevent over-exposure while ensuring sufficient reach for impact. This improved efficiency by eliminating wasteful impressions.
Brand Lift Measurement
Partnered with measurement providers to conduct exposed vs. control brand lift studies. Measured awareness, consideration, and purchase intent to quantify campaign impact.
"CTV gave us the scale of television with the precision of digital. The Digital Branding proved that we could reach our audience more efficiently while actually measuring the impact. We're shifting significant budget from linear TV based on these results."