41% Lift in New Customers Through Data-Driven CTV

Focus

This health brand was relaunching its marketing strategy and needed a high-performance channel to drive Return-On-Ad-Spend (ROAS) and attract new-to-file customers. With a sharp internal team and clear audience targets, they partnered with Keynes to explore Connected TV’s potential as a top-of-funnel driver.

Keynes used first-party data to build hyper-targeted lookalike audiences and executed a control vs. test regional strategy to track true lift. The goal: bring high-quality traffic to the site and let Paid Search, Social, and SEO handle the conversion.

Resolution

Keynes drove growth through precise testing and smart targeting:

Geo Test Strategy: Paired test and control regions with similar demographics and behavior for clean data.

First-Party Data Modeling: Built region-specific lookalike audiences using site behavior and CRM data.

Persona Optimization: Customized targeting based on regional performance to refine audience reach.

CTV is now a staple in this brand’s media mix, proving its power to drive not just traffic, but the right kind of traffic.