Achieving linear-level efficiency in CTV and improved media efficiency by 37%

Background

A sleep supplement brand, in partnership with InterMedia Advertising, historically drove strong direct-response performance using linear television buys, generating sales through cost-effective spots across news, game shows, and older-skewing broad entertainment programming. Linear delivered predictable, reliable performance in environments that reached audiences with a high propensity to convert.

When the brand began testing CTV, the objective was to replicate those same performance dynamics while extending reach and scale. 

The challenge 

Initial CTV activation focused on publisher direct PMP buys across platforms and genres that closely mirrored the high-performing linear environments. Inventory was sourced across DirecTV, Tubi, Samsung TV+, Roku, Vizio, Scripps, Fox News, Paramount, Dish, and AMC.

While contextual alignment was strong and early results showed promise, costs were significantly higher than linear. The volume of PMPs and limited transparency into individual placements constrained optimization and made it difficult to improve returns. CTV performance was directionally positive, but not at a cost structure that could justify meaningful budget reallocation from linear.

The solution

The strategy shifted toward recreating a contextual, scalable CTV environment.

Peer39 pre-bid categories were layered on top of a curated, brand-safe open market CTV supply pool to replicate the programming that had historically driven linear performance. This approach preserved contextual relevance while unlocking broader supply, market-based pricing, and greater placement-level transparency—all critical inputs to sustainable, scalable ROI.

Rather than optimizing around publisher-specific deal structures with fixed floor prices, the campaign shifted toward contextual environments aligned with proven performance drivers, allowing efficiency to improve naturally over time.

The results

This approach enabled the campaign to achieve linear-like returns within a scalable CTV framework:

• 6.2% lower cost per unique household reached, improving the fundamental unit economics of audience acquisition
• 41% lower cost per view, significantly expanding the volume of engaged exposures available within the same budget
• 37% improvement in overall media cost efficiency, compounding across the buy to drive a materially stronger return on ad spend

Key takeaway

Performance-driven CTV does not require abandoning what has historically worked on linear. By translating proven contextual environments into CTV and pairing them with transparent, scalable supply, the brand improved efficiency while maintaining performance integrity.

The result is a CTV strategy built to complement linear rather than compete with it, creating a clear and repeatable path to scalable performance.