At Influence Crafters, we set out to test a TV streaming ad campaign to see how well Connected TV (CTV) advertising could drive brand awareness and conversions.
The campaign, designed for a pizza shop, ran across premium platforms like Peacock, Roku, Hulu, CBS, and HGTV and targeted two key audiences:
✅ Families Looking for Dinner Options
✅ Late Night Diners and Young Adults
The goal was to measure impressions, reach, cost efficiency (CPM), and direct conversions while refining targeting based on real-time data. Here’s what we found.
| Metric | Result |
|---|---|
| Impressions | 49,843 |
| Reach | 41,572 |
| CPM (Cost per 1,000 Impressions) | $28.86 |
| Conversions | 287 |
| Cost Per Event (Conversion) | $5.01 |
| Cost Per View | $0.0289 |
| Cost Per Click (CPC) | $1.19 |
🚀 Key Takeaway: Our campaign successfully reached over 41,500 unique viewers with nearly 50,000 impressions, driving 287 conversions at an average cost of $5.01 per event.
To assess performance, we compared our results against Google Display Network (GDN) industry benchmarks for the hospitality sector, using data from WordStream’s Google Ads Industry Benchmarks.
| Metric | Our TV Campaign | Hospitality Industry Benchmark (GDN) | Difference |
| Cost Per Click (CPC) | $1.19 | $0.44 | +170% higher for TV ads |
| Cost Per Action (CPA) | $5.01 | $99.13 | 19.8x lower for TV ads |
🔹 TV Ads Outperform in CPA (19.8x lower than GDN)
Hospitality industry CPA is $99.13, while our CTV campaign achieved $5.01 per conversion, showing a significant cost reduction.
Takeaway: TV ads delivered strong engagement and conversions at a fraction of the cost compared to GDN.
🔹 Higher CPC on TV Ads ($1.19 vs. $0.44 for GDN)
TV ads cost more per click, but these clicks convert at a much higher rate than standard display ads.
Takeaway: While GDN delivers cheaper clicks, TV advertising ensures higher-quality customer actions.
Our strategy focused on two key segments:
🎯 Families Looking for Dinner Options - Captured meal planners who were actively seeking restaurant solutions.
🎯 Late Night Diners & Young Adults - Engaged night owls who frequently order food delivery.
🔹 Result: A balanced distribution of impressions across both groups, ensuring high visibility during peak mealtime hours.
The campaign aired on top-tier streaming networks, including:
📺 Peacock, Roku, Hulu, CBS, A&E, Bravo, HGTV, AMC+, TBS, Adult Swim, Philo, and Xfinity
🔹 Result: Strong brand presence across high-engagement entertainment and news content, ensuring the pizza shop remained top-of-mind with potential customers.
By analyzing conversion data in real time, we refined dayparting and channel selection to improve performance. Key findings:
✅ Best Conversion Rates: Ads performed best on weekends and late-night slots.
✅ Most Cost-Efficient Day: Nov 2nd saw the lowest Cost Per Event at $3.94.
✅ Highest ROAS (Return on Ad Spend): The strongest return occurred on Nov 9th, with a 2.97x ROAS.
🔹 Result: Continuous optimization led to better conversions and maximized efficiency for every dollar spent.
🚀 CTV Ads Drive Real Engagement & Sales
Unlike traditional TV ads, Connected TV (CTV) allows precise audience targeting, leading to higher conversions and measurable ROI.
🚀 Refining Audiences and Timing Is Key
The best results came from analyzing audience behaviors and adjusting placements accordingly.
🚀 Streaming Ads Are a Scalable Solution for B2C Brands
With lower costs per event ($5.01) compared to industry benchmarks, this proves that CTV ads can be a cost-effective and scalable acquisition channel.
This campaign showcased how a data-driven TV advertising strategy can generate strong engagement, improve brand awareness, and drive direct conversions at scale.
📩 Want to maximize your ad spend with CTV?
Contact us to build a results-driven campaign tailored to your audience.