## 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.