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CTV via DV360 drives $3M in incremental revenue in 6 weeks

National apparel retailer

Challenge

Leverage the potential of CTV activation on top and bottom funnel eCommerce activity. Make the business case to the client to include CTV as a core component of the client’s evergreen, full funnel media program.

Leverage the potential of CTV activation on top and bottom funnel eCommerce activity. Make the business case to the client to include CTV as a core component of the client’s evergreen, full funnel media program.

Solution

Test Methodology: Design and deploy matched-market incrementality test to prove channel impact – key KPIs included:

  • total and direct sessions & orders

  • email engagement

  • Targeting: Developed structured segmentation framework to inform targeting.

    • Key prospecting personas built via Google Affinities, In-Market data, 3PD, and Content

    • Complement with 1PD and high value audiences/lookalikes via GA4 connection

  • Inventory: Prioritize premium CTV inventory to maximize impact, ensure high profile content adjacency & brand safety.

  • Optimization: Actively manage reach & frequency via DV360, leveraging reach planner & platform reporting to maximize investment effectiveness.

Test Methodology: Design and deploy matched-market incrementality test to prove channel impact – key KPIs included:

  • total and direct sessions & orders

  • email engagement

  • Targeting: Developed structured segmentation framework to inform targeting.

    • Key prospecting personas built via Google Affinities, In-Market data, 3PD, and Content

    • Complement with 1PD and high value audiences/lookalikes via GA4 connection

  • Inventory: Prioritize premium CTV inventory to maximize impact, ensure high profile content adjacency & brand safety.

  • Optimization: Actively manage reach & frequency via DV360, leveraging reach planner & platform reporting to maximize investment effectiveness.

Results

  • Profitable growth

    • 4.98% total session lift

    • 3.18% total sales lift

    • $2.97M in incremental sales in 6 weeks

  • Profitable growth

    • 4.98% total session lift

    • 3.18% total sales lift

    • $2.97M in incremental sales in 6 weeks

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