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:

- 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.
- Advanced Audience Targeting: First-party CRM data was modeled into bespoke segments and optimized through AI algorithms to reach high-intent users.
- Transparent Measurement: Using clean data and rigorous testing, Keynes isolated the impact of CTV and delivered a confident analysis of incremental lift.