Apparel brand Carve Designs conducted a 60-day test of connected TV advertising with a $20,000 monthly budget to evaluate performance and attribution. The study, conducted in partnership with marketing analytics firm Keen Decision Systems, highlights the importance of long-term attribution modeling for DTC brands.
This trial demonstrates that streaming video serves as a significant top-funnel catalyst for DTC brands, even when direct attribution appears low. By identifying a halo effect where CTV views improve conversion rates in secondary channels like email and search, the study provides a framework for smaller advertisers to justify streaming budgets. The findings challenge the reliance on 14-day or 30-day attribution windows, suggesting that the majority of streaming's value is realized well after the initial impression. As more niche brands shift budgets from social to streaming, the industry should watch for a broader adoption of holdout panels and marketing mix modeling to verify these cross-channel lifts.
As brands look to optimize their CTV advertising spend, many are turning to incremental lifetime value metrics and advanced measurement partners to better understand the long-term impact of their campaigns. Recent data suggests that multiscreen advertising strategies can further amplify these results by driving significant website traffic.
Carve Designs conducted a 60-day CTV advertising test with a $20,000 monthly spend to evaluate performance. The study revealed a halo effect where streaming ads drove direct site traffic and search volume, ultimately increasing conversion rates across email and paid social channels, proving CTV's value as a top-funnel catalyst.
Carve Designs maintained a $20,000 monthly minimum spend for the duration of the 60-day trial.
The halo effect refers to how streaming advertisements improve conversion rates in secondary channels like email and paid social, rather than just driving immediate platform-attributed conversions.
Direct site traffic and search volume served as the primary indicators of top-funnel awareness success for the apparel brand.
Attribution modeling from Keen Decision Systems suggests that 70% of CTV impact occurs over the long term, while only 30% is visible in short-term windows.
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