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CTV Outperforms Other Video Channels in Incrementality Test
About the Brand
A leading powersport brand selling parts, riding gear, and accessories for dirt bikes, ATVs, UTVs, cruisers, and e-bikes.
Focus
This advertiser partnered with Keynes to better understand the full value of their Connected TV investment. While they saw an initial lift in New Users, they wanted more clarity around CTV’s true incremental impact; Especially compared to YouTube and other video platforms.
Keynes designed a geo-focused lift test using four distinct regional audience segments. These included:
- CTV only (Keynes)
- YouTube only
- Keynes CTV + YouTube
- No video (control group)
Each campaign was optimized independently to highlight the performance of each channel.
The results were clear: Keynes’ CTV program outperformed all others.
6:1
Incremental ROAS
24%
Increase in New Users
Resolution
Keynes executed a smart, multi-layered strategy to prove CTV’s value:
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- Geo-Split Testing: The U.S. was split into four DMA groupings with similar population sizes and conversion rates to establish clean test and control regions.
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- Advanced Audience Targeting: First-party CRM data was modeled into bespoke segments and optimized through AI algorithms to reach high-intent users.
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- Transparent Measurement: Using clean data and rigorous testing, Keynes isolated the impact of CTV and delivered a confident analysis of incremental lift.
Keynes’ CTV campaign didn’t just drive awareness but proved to be the top-performing video strategy for incremental revenue.
With 6:1 ROAS and a surge in new users, CTV quickly became a cornerstone of this brand’s digital strategy.
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