How performance-based Connected TV ads drove 9.6x ROAS for a home décor brand.

The Challenge

A home décor retailer sought to enhance brand visibility and acquire new customers through Connected TV advertising. The brand aimed to leverage CTV performance marketing to optimize ROAS while maintaining cost efficiency.

Key objectives included:

• Driving new customer acquisition while keeping ROAS and CPA within targets.
• Utilizing existing creative assets to minimize CTV production costs.
• Aligning CTV campaigns with seasonal home décor promotions.
• Implementing incrementality tracking to measure new vs. returning customers.

Given that CTV advertising in the affiliate space is still evolving, the challenge was to execute a campaign that balanced branding objectives with performance-based advertising.

The Gen3 Approach

To maximize efficiency, a low-risk, performance-based Connected TV strategy was implemented in collaboration with a leading CTV ad platform.

Key Strategic Actions

Repurposed Existing Content: Converted social media video assets into 15- and 30-second commercial-ready CTV ads, ensuring cost-efficient CTV campaign execution.

Performance-Driven Media Buying: Instead of a traditional spend model, a pay-for-performance CTV agreement was secured, ensuring CTV ROAS optimization.

Advanced Tracking & Optimization

• Integrated CTV tracking pixels to measure CTV ad conversions.
• Matched CTV campaign order IDs with the brand’s CRM to distinguish new vs. existing customers.
• Adjusted CTV affiliate commission structures to maximize high-value customer acquisitions.

Seasonal Promotion Alignment: Integrated holiday-specific CTV ads to create purchase urgency.

Seamless Collaboration: Ensured alignment between the brand and media partners for maximum CTV performance marketing success.

The Results

The performance-based Connected TV campaign exceeded expectations, delivering cost-effective new customer acquisition and high CTV ad efficiency:

• 476 total orders generated via CTV advertising.
• 4% of total program revenue attributed to CTV marketing efforts.
• 300 new customer acquisitions, generating $97.4K in incremental revenue.
• 7% higher AOV (average order value).
• 10% eCPA, making CTV advertising more cost-effective than other upper-funnel strategies.
• 6x ROAS, significantly exceeding CTV performance marketing benchmarks.

By blending CTV brand awareness with affiliate-driven accountability, this initiative transformed CTV into a powerful upper-funnel advertising channel.

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