Case study · CTV · Film · Campaign · 2025–26
Connected TV
Broadcast-quality spots, held to a performance number
- Year
- 2025–26
- Discipline
- Broadcast & CTV creative
- Role
- Creative direction, bilingual production, B2B and B2C
Connected TV is usually sold as an awareness channel, which is a polite way of saying nobody checks. We ran it as a performance channel instead: same production values, same thirty-second discipline, but measured on attributed installs and cost per acquisition like any other line in the plan.
That meant building a CTV system rather than a spot. Bilingual consumer films for peak season, enterprise cuts aimed at the employers filling shifts on the other side of the marketplace, and shortened fifteen-second versions for frequency — all from one creative platform so the buy could flex without new production.
It held up. CTV returned 29,853 attributed installs at $7.37 each against a $9.85 blended cost, and overdelivered its impression plan by 60%.
The standard
If a channel cannot be held to a number, it is not a channel. It is a hope.
Results
- Cost per install on CTV
- $7.37Against a $9.85 blend
- Attributed installs from CTV
- 29,853
- Impressions delivered
- 12.7M+60% over plan
- Built as equal cuts, not dubs
- EN + ES
Measured
8-week peak season push · $220K CTV investment
- Overdelivery against the impression plan
- +60%A negotiation outcome, not luck
- Best conversion rate from an AI-made cut
- 20.2%Be The GOAT, promoted from organic social
- Lowest cost per acquisition
- $4.45Chicago hospitality cut, English
- B2B films cut for enterprise buyers
- 3
How it was built
Both sides of the marketplace
A staffing marketplace fails if either side is thin, so CTV had to recruit workers and persuade employers. The consumer spots sell flexibility and earnings; the Dallas, mid-market and peak-season B2B cuts sell fill rates and speed to the people signing the contracts.
Bilingual by design, not by translation
English and Spanish spots were built as equal cuts — casting, music and pacing considered separately for each — because the workforce we were recruiting is genuinely bilingual and a dub always sounds like one.
Generative cuts earn their slot
AI-made films were not kept in a separate experimental bucket. They competed for the same CTV inventory as the produced spots and won slots on cost per acquisition, which is the only argument that settles the question.