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Industry 01 · Top Vertical

CPG & Retail

For consumer brands, retail media, and omnichannel retail campaigns

For consumer brands, retail media, and omnichannel retail campaigns

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Home > Industry > Automotive

Industry 01 · Top Vertical

CPG & RETAIL · HIGH-FREQUENCY

CPG & Retail

For packaged-goods brands, DTC brands, and omnichannel retailers

CPG and retail is a high-frequency, low-consideration category. CTV should build brand salience and reach new households — then prove whether exposure drives purchases, new-to-brand customers, and incremental sales measured against a matched-market control.

WHERE IT USUALLY BREAKS

Why CPG & Retail CTV Underperforms

CPG brands optimize CTV to platform-reported ROAS, which over-credits purchases that would have happened anyway and rewards reaching people already loyal to the brand. A strong ROAS dashboard sits next to flat household penetration, and no one can say what the media actually grew.

Two things we find almost every time. First, existing subscribers and repeat buyers are never suppressed, so premium CTV frequency burns on the loyal base instead of new households. Second, ROAS is pulled straight from the last-touch pixel and never reconciled against Shopify or retailer POS, and no geo holdout is reserved, so there is no way to separate incremental sales from sales that would have landed regardless.

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CORE CONVICTIONS.

Industry 01 · Top Vertical

THE MEASUREMENT FRAMEWORK

The Four Questions Your Board Will Ask

CTV’s job in CPG and retail is to reach new households and drive incremental purchases; these four questions test whether it reached the right homes and whether the sales it drove were genuinely new.

Your KPIs get set together on the call, against your numbers--not this list.

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01

Did the right household notice?

Brand Signals - measured against a GEO CONTROL

Households reached

Frequency per household

Completed views / view-through rate

Reached vs. Recalled

Recall by market

02

Did it change what they did next?

Intent Signals - behavior after exposure

Product / PDP sessions via the Vibe pixel

Page views per session

Add-to-cart pixel event

Store-locator sessions

Coupon or sample-request pixel event

03

Did it move the business?

BUSINESS OUTCOMES MEASURED AGAINST A HOLDOUT

Web purchases

Web revenue

Web ROAS

New-customer / subscription signups

Geo-holdout incremental sales lift (matched-market)

04

What did each outcome cost?

ACQUISITION EFFICIENCY-COST PER REAL RESULT

Cost per purchase

Web ROAS

Cost per new customer

Cost per unique household reached

Cost per completed view

CORE CONVICTIONS.

Brand Signals

  • Aided and unaided brand awareness lift

  • Ad recall lift

  • Purchase-intent lift

  • Product or offer awareness lift

  • Brand favorability lift

Intent Signals

  • Brand and product-specific search lift

  • Product-page engagement lift

  • Retailer add-to-cart lift

  • Coupon or promotion engagement lift

  • Store-locator engagement lift

Business Outcomes

  • Incremental sales lift

  • New-buyer lift

  • Incremental qualified leads

  • Incremental units sold

  • Category share movement

Acquisition Efficiency

  • Cost per incremental buyer

  • Cost per incremental unit

  • Incremental ROAS

  • New-to-brand sales share

  • Retail-media closed-loop ROAS

Home > Industry > CPG & Retail

Industry 05 · High Fit

CPG & Retail

The pressure you're under:

Retail-media networks have rewritten your media plan. Walmart Connect, Amazon Ads, Kroger Precision, Target Roundel — your trade marketing dollars are increasingly required to flow through retailer-controlled environments, and your CTV strategy needs to integrate with those measurement frameworks, not run parallel to them. Meanwhile, your category margins are tight, your incumbent agency is taking 15% off the top, and your CFO is asking why you can't tie streaming impressions directly to shelf scans.

Where CTV solves it:

Modern CTV planning for CPG isn't a standalone media buy — it's a coordinated layer that integrates with retail-media measurement to deliver shelf-level attribution. We build campaigns that connect streaming exposure to retailer-data-confirmed purchase lift, work inside Walmart Connect, Amazon, and Kroger measurement frameworks where applicable, and design audience strategies that protect your retailer relationships. The zero-commission model means a 15% CPG margin doesn't get eroded by a 15% agency commission.

The KPIs we'll be accountable to:

Sales lift in test markets vs. holdout

Retailer-confirmed purchase attribution

New-buyer acquisition rate

Incremental household penetration

Brand share-of-voice in priority retail channels

Built for the CPG CMO whose budget is being squeezed from both ends — by retail media on one side and trade margin on the other — and who needs CTV to earn its place in that equation.