Case Closed - Comprehensive CTV Holiday Campaign - Measured By InMarket - Delivers Outstanding iROAS For Retail Brand.
- Origin
- Feb 3
- 3 min read
Connected TV gets a lot of love for brand awareness - and rightfully so. But what happens when a savvy media planning/buying team leans into a performance-based creative strategy at scale? You get something downright transformational.
That’s exactly what happened with Origin’s recent holiday-season campaign for a globally recognized retail brand - and the results should make every performance media planner/buyer in retail - CTV or otherwise - stop and take note.
iROAS Numbers That Rewrite Retail’s CTV Playbook
One of the toughest barriers for CTV - especially in predominantly performance-driven categories like retail - has been the longstanding doubt over whether streaming can truly deliver measurable purchase-oriented results. And while traditional ROAS tells one story, incremental Return on Ad Spend (iROAS) - the metric that isolates net-new revenue caused by advertising - is a much harder bar to clear and even harder to exceed.
In this campaign, the results, which were measured by InMarket, were spectacular:
14-day lookback iROAS: ~5.12x
28-day lookback iROAS: ~8.27x
Combined sales across in-store and ecommerce tallied $75M+, with millions in incremental revenue attributed directly to the +35mm CTV impressions which had been managed and delivered by Origin, and its dedicated Ops and creative teams.
To see the full case study - click here.
For an industry perpetually skeptical of CTV’s performance chops - where questions around efficiency and proof points still persist - these iROAS and visitation figures are exceedingly strong. They show that with the right creative message + measurement stack, CTV can compete on outcome metrics that historically belonged to search and social.
Creative Strategy at Unprecedented Scale
Here’s where this campaign really shows off what Origin does best: creative dynamism at scale via its award-winning custom creative solutions.
Rather than relying on static spots or traditional cuts, Origin’s in-house team developed a hyper-personalized 15-second ad extension template that dynamically pulled in local
store information based on where the viewer was watching. That alone would be impressive - but then multiply it by 20,000+ unique creative variations that were stitched and served behind the brand’s base creative? Now we’re in entirely new territory.
This isn’t just personalization. It’s personalization at scale, powered by automation, data, and creative intelligence - a combination that makes every impression feel relevant, timely, and actionable. And for a retail brand looking to drive foot traffic into 400+ store locations during one of the busiest times of the year? It’s a game-changer.
What It Means for CTV Performance Moving Forward
Here are three takeaways that should stick with any marketer thinking about performance TV:
CTV isn’t just brand TV: With rigorous measurement and optimization, it can generate incremental revenue and measurable retail outcomes at scale.
Creative scale matters: Personalized creative done right turns passive viewing into active engagement - and it can be executed without compromising efficiency.
Integration is key: When creative strategy, data targeting, and measurement approaches work in lockstep, CTV becomes as measurable an engine as any digital channel.
Bottom Line
This holiday retail campaign didn’t just perform - it set a new benchmark for what performance marketers should expect from CTV: measurable, attributable, revenue-driven impact backed by creative innovation at scale.
Stay tuned - because as more brands push the boundaries of what CTV can do, the outcomes will only get more compelling.
To see the full case study - click here.
If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
Origin is a multi-award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s
unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
Learn more at: originmedia.tv
