Incremental Lift Case Study

The Challenge

Proving TV’s True Business Impact

A national service brand set out to understand how its cross-channel TV campaign drove measurable customer actions, not just impressions.

While the campaign led to a clear increase in site visits, the brand needed to isolate which results were directly caused by TV exposure versus other touchpoints.

Simulmedia’s TV+ Incremental Lift solution was chosen to:

• Quantify the causal impact of TV on web conversions
• Measure incremental lift across both linear and streaming
• Provide transparent, leadership-ready ROI proof to guide future investments

Key Goal

To measure what TV drove, not just what it touched.

The Approach

Data-Driven Cross-Channel Measurement

The brand activated a $600K cross-channel campaign over two months, optimizing reach across both Linear and CTV.

Simulmedia’s methodology used deterministic household-level attribution and synthetic control groups to ensure accurate, unbiased results.

Campaign Framework

Attribution Window:

14 days

Campaign Type:

Cross-channel (Linear + CTV)

Objective:

Drive qualified web traffic to key landing pages

The Approach

We combined linear TV’s broad reach with CTV’s precision targeting to deliver full visibility into channel-specific performance.

The Results

CTV Lifted Conversions by 101.8%

Simulmedia’s Incremental Lift Report revealed that exposed audiences were more than twice as likely to convert compared to unexposed control groups.

Key Insight

Free ad-supported and OEM streaming environments delivered the highest incremental lift, efficiently converting new users exposed to the campaign.

The Impact

Proving ROI Across Screens

With Simulmedia’s TV+ Incremental Lift framework, the brand was able to:

• Quantify the true effect of CTV and linear exposure on conversions
• Identify high-performing publishers to inform and optimize future media buys
• Demonstrate clear ROI to leadership and key stakeholders

Cross-Channel Reach Outcomes

The numbers tell the story

• Total Reach: 46.6M
• Incremental Reach: +1.9% from streaming/CTV
• Unique Reach from Linear: 96.2% of total

Business Outcome

This analysis confirmed that CTV and linear work better together, demonstrating measurable synergy between broad reach and targeted engagement.