Key Takeaways:
With WorkMagic, Branch Furniture gained the following insights about CTV advertising:
CTV drove 4.18% incremental lift in Shopify orders, which was 20x more than traditional last click reported.
Combined with Amazon lift, the test implied a 1.46x iROAS, cementing CTV as a top paid media channel for Branch.
86% of CTV orders came from new customers, proving the channel's ability to drive brand reach beyond its normal audience.
“We knew that CTV ads would help expand our reach and be revenue-accretive, but WorkMagic allowed us to measure and quantify that impact. We now have the confidence to increase our spend on CTV further.”
About Branch
Branch Furniture creates thoughtfully designed office furnishings to enhance workspace productivity and comfort. Their products are both functional and aesthetic, helping WFH individuals create more inspiring work environments. Initially launched as a direct-to-consumer brand, Branch has since expanded, partnering with prominent retailers like Amazon and Office Depot.
About Tatari
Tatari was founded in 2016 to help transform the antiquated world of TV advertising through the intelligent application of data science and proprietary technology. The unique combination of AI and machine learning with predictive analytics empowers advertisers of all sizes to build TV campaigns with unprecedented speed, accuracy, and transparency. As a result, Tatari has emerged as a leading platform for brands and agencies of all sizes to buy and measure campaigns across linear and streaming TV.
Branch wanted to understand the true performance of CTV advertising before continuing to invest in the channel
When Branch Furniture, renowned for its beautifully-curated workspace furniture, ventured into Connected TV (CTV) advertising, they encountered differing datapoints regarding the campaign’s effectiveness. Branch co-founder Sib Mahapatra wanted to quantify the campaign’s true impact and confirm beliefs of CTV’s effectiveness.
While Branch's initial foray into CTV ads was aimed at increasing their reach and improving their brand awareness, they now wanted to approach the channel with performance in mind—namely to increase their sales across Shopify and Amazon, while acquiring new customers to expand their market reach.
With the initial set of results, both those objectives seemed out of reach for the team. CTV's nature as media consumed in conjunction with "second screens" (83% of American TV watchers use a second device while watching TV) meant that the path to purchase was less clear-cut, and harder to measure for bottom-up measurement solutions, like MTA.
As CTV rapidly became a cornerstone of digital advertising, Sib turned to Tatari to help execute a highly targeted and data-driven TV campaign and then turned to WorkMagic for help further validate and measure the brand's CTV ads.
"Having worked with the team before, we knew that we could turn to WorkMagic to validate continued investment in CTV as an ad channel." ——Sib Mahapatra, Co-founder of Branch Furniture
Geo lift tests that reveal the true impact of CTV ads
Incrementality tests like geo lift tests are especially effective at measuring CTV campaign effectiveness due to the top-of-funnel nature of CTV ads.
Consumers motivated to purchase by a CTV ad might continue their research, or even execute their purchase on their other devices, which begs for a measurement methodology that can see past these complex effects.
Incrementality tests overcome that challenge by conducting structured experiments and measuring the impact that these ads have.
The first step was to choose comparable Designated Market Areas (DMAs) through machine learning models. This allows WorkMagic to build two groups of DMAs: one that is held as a control group and not shown any CTV ads, and another test group that is exposed to ads during the campaign.
With the Branch team's sign-off, the test was then run across 3 weeks and with a 5-figure ad budget to understand the impact of CTV ads on the number of orders, number of new customers and ROAS.
Branch now has a solid measurement suite they can rely on to test investments in new ad channels
By comparing the two groups, WorkMagic found that Tatari contributed to a 4.18% increase in Shopify orders, which was 20x more than last-click reported and solidified its place as a top-performing media channel.
Based on the test, the true incremental ROAS (iROAS) figure was calculated to be 1.46x across both Shopify and Amazon, which exceeded Branch’s target and prompted the team to consider further investment.
Taking Amazon sales into account and adjusting for the geographies in which the sales occurred, WorkMagic helped Branch identify an additional 0.65% implied incremental lift in Amazon orders.
While this did not show that there was a significant halo effect with Amazon purchases for Branch's CTV ads, it painted a clearer picture of the typical customer journey from view to purchase for the Branch team.
Lastly, the analysis found that 86% of orders were from new customers—meaning a 6-figure increase in revenue, and that Branch had validated CTV as a channel that could indeed help them expand their market reach.
With a clear understanding of their CTV performance through accurate, granular, and predictive measurement, Branch Furniture is now well-equipped to strategically expand its presence and drive future growth within this key channel for DTC brands, thanks to WorkMagic's ability to validate performance and the strategic expertise of Tatari.