Identifying opportunities that increased CTV ROI by 3x+
Category: DTC Men’s Health
Background: A DTC men’s health brand with ambitious growth goals wasn’t seeing ROI on their brand media. They had invested in a number of channels including linear TV, CTV and podcasts but need actionable data on which channels to invest in without increasing their overall budgets.
Leavened’s marketing mix models (MMMs) identified CTV as the channel with the most ROI potential, pinpointing the amount of daily spend that would result in the most revenue growth. This meant increasing reach and frequency for their CTV media buys and reducing spend on less effective channels.
As their busiest season approached, the client’s agency worked to identify low CPM opportunities on a number of CTV platforms and optimized the mix within the channel. The weekly spend was increased by approximately 30%, but total media spend across all channels was kept flat by reducing less efficient channel.
Results: +20% ROI from all media, 3x ROI from CTV
Overall sales increased, driven by a more efficient media plan, and CTV became one of the strongest channels.
Their MMMs were updated to measure the impact of their refreshed media strategy, as well as new channels such as TikTok, and identified further opportunities. Moving forward, the client is looking for additional reach with CTV to maximize scale.
