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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.

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.