Case study
CTV Drives 30% Incremental Lift in Target Markets
About the brand
A fast-growing DTC pet food brand known for premium ingredients and a standout Shark Tank appearance.
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.
55%
Increase in Direct Revenue
1.2x
Increase in Raw Site Revenue
30%
Net Lift in Target Geos (Month 1)
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.
Make TV work harder.
See what multi-source attribution would read on your current CTV spend.