How CTV Boosted Paid Search Conversions by 4.4x

Focus

After 18+ months running CTV with Keynes, this brand wanted deeper insight into how CTV influenced the entire customer journey—not just direct response. Specifically, they wanted to know: Does CTV exposure make users more likely to convert through other paid channels like search and social?

Keynes set up a randomized control group test, holding out 20% of their usual CTV audience and analyzing the downstream impact across paid channels. The team tracked site visits, conversions, and lift attribution across all touchpoints.

Resolution

Keynes delivered clarity through data:

Global Test/Control Groups: Split audiences into exposed and holdout groups to measure lift with precision.

90% Confidence Threshold: Used a one-sided t-test for statistical rigor (vs. the industry’s typical 80%).

Full-Funnel Lift Analysis: Tracked multi-channel behavior post-CTV exposure, from first touch to final purchase.

The result? Exposure to a CTV ad made users 4.3x more likely to convert across any paid media channel. CTV became the catalyst for conversions—proving its impact far beyond the view.