Focus

Looking to build on national exposure, this pet brand partnered with Keynes to drive site traffic and revenue in priority regions. They wanted to understand the true impact of CTV–and later, programmatic audio–on performance across paid and organic channels

Over 60 days, Keynes launched a geo-based test targeting 23 top DMAs with CTV ads. Some regions received ads, others didn’t. After initial success, programmatic audio was layered in to boost frequency and reach.

Resolution

Keynes delivered real regional growth by:

Geo-Based Testing: Focused on 23 high-priority DMAs to isolate performance.

Smart Segmentation: Targeted dog owners and health-conscious shoppers using first and third-party data.

Audio and Video Combo: Added programmatic audio to boost frequency and brand recall.

With a $0.28 lower CPSV than their non-branded CPC, this campaign proved highly efficient. The brand has since scaled CTV investment by 52% and doubled down on Keynes as their growth partner.