The CS Method™: A System, Not a Guess
The CS Method™ is CS & Co.'s proprietary system for CTV. It pairs senior CTV specialists with AI and runs in four phases: Foundation, Execution, Optimization and Proof. A senior operator owns every account. Every campaign starts with a $5,000 CTV Growth Plan delivered in ten business days, most are live within 30 days, and CS & Co. earns a success fee only when the KPI agreed in writing before launch is hit. It rests on three convictions about how CTV should be bought.
Find out if CTV is a fitThree convictions
What does CS & Co. believe about CTV?
CTV is measurable television
Every dollar, household and outcome should be traceable. If it can't be traced, it can't be defended.
Incentives change outcomes
If an agency earns more when you spend more, the model is already biased.
Specialists beat generalists
CTV should not be one checkbox on a 15-channel media plan.
A system, not a guess
What are the four phases of the CS Method?
Foundation proves the economics, Execution launches clean, Optimization lowers the cost of each result, and Proof shows what CTV caused. AI is built into each one, from planning and targeting to weekly optimization and measurement.
Phase 1
Foundation: get the base right
Define the offer, the audience and the measurement. Agree the KPI in writing. Validate that the economics work before scaling a single impression.
Phase 2
Execution: launch with precision
Put creative and media live with clean tracking, the incrementality test already set up (a matched group of households is held back and never sees the ads; the difference is what CTV caused), and suppression of customers you already have.
Phase 3
Optimization: improve what moves
Tune targeting, creative and frequency every week to lower the cost of each real result, not each impression.
Phase 4
Proof: prove what scales
Tie spend to outcomes across several measurement layers, read the incrementality test, and decide in writing whether to scale, change or stop.
What do you get, and when?
A fixed sequence with published prices and timings.
| Step | What you get | When | Cost |
|---|---|---|---|
| Fit call | Fit, scope, and the number CTV would have to hit to be worth your budget | 30 minutes | Free |
| CTV Growth Plan | Audience architecture, platform allocation, frequency, KPI targets, creative direction, phase-by-phase roadmap, measurement design | Ten business days | $5,000 flat |
| Launch | Media live, tracking verified, incrementality-test group held back | Most campaigns within 30 days | Media at cost |
| Reporting | Platform claims reconciled against the orders in your own system, and against the invoice | Weekly | Included |
| Success fee | Earned only if the KPI agreed in writing is hit | After results | Nothing if it isn't |
The success fee
How does the success fee work?
You and CS & Co. agree the number that matters before a dollar runs. Hit it and CS & Co. earns a success fee. Miss it and it doesn't.
- The KPI is written down before launch: cost per customer, bound policy, funded account, whatever you're held to.
- Media runs at cost with zero commission and no CPM markup, reconciled weekly against the invoice so you can check it.
- There is no retainer. Your downside is capped at the media you were going to spend anyway.
Why isn't the whole playbook public?
The phases, deliverables, timings, prices and measurement design are all on this page. What stays private are the models and audience builds made from each client's own data, because your advantage is our responsibility.
For the thinking behind the method, read how to triangulate CTV measurement and the CTV metrics ladder every CMO should know, or see the method in a real result: the health & wellness case study.
Straight answers
Frequently asked questions
What happens in the first 30 days?
A 30-minute fit call, then the $5,000 CTV Growth Plan in ten business days. In parallel, CS & Co. sets up tracking, suppression and the incrementality-test group, so most campaigns are live within 30 days and measurable from the first flight.
Can we keep the plan if we don't hire you to run it?
Yes. The CTV Growth Plan is yours once it's paid for, whether or not CS & Co. runs the campaign. It includes the audience architecture, platform allocation, KPI targets, creative direction and measurement design, so another team could execute it.
How is incrementality measured?
As one of the method's checks, not the only one. The incrementality test set up in Execution compares purchases between exposed and held-back homes, weekly reporting reconciles what the CTV platform claims against the orders in your own system, and the Proof phase reads both before any decision to scale.
Who agrees the KPI, and when?
You and CS & Co. together, in writing, before any media runs. It is the number your business is already held to, such as cost per customer or cost per funded account. The success fee is earned only if that written KPI is hit.
Where does AI fit in the CS Method?
In all four phases. AI helps plan the audience, budget and measurement in Foundation, target the right households in Execution, tune targeting, creative and frequency each week in Optimization, and measure results across every layer in Proof. A senior operator owns every account and every decision.
One way to start
What would a customer cost you on CTV?
Most CTV plans are DECAF. They spend, they report, and nobody can prove what they sold. CS & Co. plans, buys and measures your streaming TV against the number you're held to, proves what it caused with The CS Method™, and only earns past the plan fee when that number moves.
Find out if CTV is a fitStarts with a 30-minute fit-and-scope call with a senior operator, not an SDR. Nothing is charged until we agree it's a fit.