Impressions
VCR
Response Window
Many direct-to-consumer (DTC) brands were born into the digital era, adopting and scaling digital advertising of all types. But many of these brands still have yet to dip their toes into CTV advertising, leaving a lot of white space. This DTC, high-end women’s fashion brand saw the potential in CTV performance and decided to give it a go.
The caveat? Their campaigns must perform at least as well as their other digital channels—and they must be able to accurately assess full funnel attribution.
The fashion brand partnered with MadHive to build CTV campaigns that would deliver the high engagement and retention rates they expected—with accurate attribution.
The fashion brand was already knowledgeable about their ideal audience—millennials with disposable income. By using context from their digital campaigns, they created precise look-alike audiences through CTV targeting households with the following attributes:
This DTC brand is accustomed to the actionable insights of digital advertising—and expected no less from CTV. Through the Madhive platform and pixel attribution, the brand was able to accurately assess campaign performance, including impressions, page visits, engagement rate, return rate and value driven per impression.
The DTC brand uncovered their most popular product pages and orders, then tied this information back to initial impressions to find their best performing ads. These insights allowed them to optimize in-flight performance and maintain steady engagement trends, month-over-month.
The brand’s first CTV campaign generated over 250,000 impressions, which led to response rates that took place over an average four-day window. That means that after a viewer watched a commercial, it took her four days to visit the website—which demonstrates significant ad recall. Additionally, 15% of visitors returned multiple times to the site after the first touchpoint.
