DTC fashion brand puts its first commercials on the big screen
Impressions
VCR
Response Window
Determine whether CTV could be a competitive advantage
Many direct-to-consumer (DTC) brands were born into the digital era, adopting and scaling digital advertising of all types. But many of these brands still have yet to dip their toes into CTV advertising, leaving a lot of white space. This DTC, high-end women’s fashion brand saw the potential in CTV performance and decided to give it a go.
The caveat? Their campaigns must perform at least as well as their other digital channels—and they must be able to accurately assess full funnel attribution.
Drive measurable engagement through programmatic TV
The fashion brand partnered with MadHive to build CTV campaigns that would deliver the high engagement and retention rates they expected—with accurate attribution.
Precise look-alike targeting
The fashion brand was already knowledgeable about their ideal audience—millennials with disposable income. By using context from their digital campaigns, they created precise look-alike audiences through CTV targeting households with the following attributes:
Females aged 21+
Household income 100k+
Washington DC metropolitan area
Single
Technology savvy
Wine/coffee aficionados
Pixel analysis to deliver insights
This DTC brand is accustomed to the actionable insights of digital advertising—and expected no less from CTV. Through the Madhive platform and pixel attribution, the brand was able to accurately assess campaign performance, including impressions, page visits, engagement rate, return rate and value driven per impression.
Detailed attribution and in-flight optimization
The DTC brand uncovered their most popular product pages and orders, then tied this information back to initial impressions to find their best performing ads. These insights allowed them to optimize in-flight performance and maintain steady engagement trends, month-over-month.
DTC Brand adds CTV to their media mix
The brand’s first CTV campaign generated over 250,000 impressions, which led to response rates that took place over an average four-day window. That means that after a viewer watched a commercial, it took her four days to visit the website—which demonstrates significant ad recall. Additionally, 15% of visitors returned multiple times to the site after the first touchpoint.
250,000 impressions
99.3% video completion rate
15% repeat visitor to site