As CTV becomes a staple of media plans, many marketers are still searching for ways to unlock its full potential, especially when it comes to measurable performance. One luxury jewelry retailer recently found the missing piece by shifting its CTV strategy from standard audience targeting to PebblePost’s outcome-driven Performance CTV solution.
The Challenge: Turn CTV Into an Incremental Revenue Driver
The jewelry brand had long viewed CTV as a way to generate awareness and reach new audiences. But as it invested more in the channel, it became increasingly frustrated by lackluster performance, poor customer service, and unclear reporting from its CTV partner.
To fully capitalize on CTV, the brand needed a more effective way to engage high-intent prospects and prove impact.
The Solution: PebblePost Performance CTV
After seeing strong results with PebblePost Lookalikes for its Programmatic Direct Mail campaigns, the brand extended the partnership to include Performance CTV. Using the same first-party identity, intent, and transaction data from hundreds of leading brands, our Performance Marketing Engine built a lookalike audience based on the attributes and behaviors of the brand’s highest lifetime value customers.
Unlike static third-party segments, our AI-driven models continuously re-score and optimize audiences so ads are served to consumers most likely to convert. Our proprietary data and household-level targeting gave the brand a powerful new lever to engage in-market prospects across the U.S.
The Results: 24x iROAS and a Major Shift in Strategy
By shifting to a more outcome-driven CTV approach, the brand unlocked a new level of performance and clarity.
In addition to improving its targeting strategy, PebblePost’s Performance CTV enabled the jewelry brand to more accurately measure CTV ad performance and lift by matching transactions to exposed audiences at the household level. With transparent reporting of topline and incremental performance, the brand gained the insights needed to make strategic media decisions.
To validate Performance CTV’s impact, the brand ran a head-to-head test between PebblePost and its incumbent partner.
The results were decisive:
- 24x Incremental ROAS
- 46% Lower incremental CPA than the goal
- The highest iROAS across the brand’s entire media plan
The brand even conducted an internal geo-holdout test to verify the results, which confirmed PebblePost’s attribution.
Following the test, the brand shifted significant CTV investment to PebblePost, including a $1M order over four months. Performance wasn’t the only factor: the team cited strong collaboration, data-driven audience strategy, and expert support as key differentiators.
Why It Worked: A Performance CTV Strategy Built for Outcomes
Here’s what set PebblePost’s Performance CTV solution apart from the brand’s previous partner:
- Scalable identity resolution: The brand can reach the right people at the right time using billions of first-party identity, intent, and transaction signals—plus a market-leading 80% match rate.
- Granular, transaction-based targeting: It can engage high-intent consumers across nearly all U.S. streaming households, powered by real-time purchase data from hundreds of leading brands and AI-driven models.
- Proven, measurable lift: We tie CTV ad exposure directly to online and in-store purchases so the brand can isolate impact, double down on what works, and defend every dollar with zero guesswork.
- Hands-On Support: We provide expert-led, performance-focused guidance, not just a self-serve platform.
Unlocking Real Results With CTV
While CTV has long been treated as a brand awareness play, this jewelry retailer has proven that the channel has unlimited potential for outcome-focused brands. With the right audience strategy and measurement approach, it can become a powerful engine for performance and growth.
Ready to turn CTV into a true performance channel? Let’s talk.
