Video (YouTube & CTV) Performance Test

Case Study - National Home Improvement Brand

Case Study

The Goal

A national home improvement brand wanted to evaluate the incremental impact of video advertising (YouTube / CTV) on lead generation and sales in select regional markets. The objective was to prove viability as a performance channel and compare it head-to-head against existing high-spend channels.

The Strategy

  • Geo-Test Framework: Launched a regional digital video campaign across carefully selected test and control DMAs with similar historical performance.
  • Time-Based Regression Modeling: Developed a custom statistical model to estimate incremental lift from video spend, accounting for seasonality and regional trends.
  • Creative & Messaging Alignment: Used promotional and urgency-driven video creative with multiple rounds of testing, tailored to RBA’s target demographics and product lifecycle windows.
  • Channel Benchmarking: Compared results side-by-side against other legacy media to prove out ROAS and cost efficiency.

    • The Results

    Based on real sales numbers, a time-based regression model found that over 225 sales (over $4.63M in revenue) was attributed to video advertising. The return on ad spend (ROAS) was 440% higher than the next best performing channel and results were used as business case to scale digital video advertising at a national level.

    Skills & Platforms

    • Advertising Platforms: Google Ads (YouTube), The Trade Desk (CTV)
    • Data Analytics & CRM Tools: Looker, Funnel.io
    • Programming & Analytics: R Statistical Programming, R Shiny Dashboard
    • Testing: Time-Based Regression Analysis
    • Management Tools: Monday

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