How a women's health brand improved ROAS 50% testing CTV beyond social
Testing whether CTV could scale acquisition beyond social
A women's health brand needed a new acquisition channel — CTV proved it could deliver.
The challenge
Social got more expensive. Scale got harder.
CPMs on the brand's primary social channels had increased 3 to 4 times over, driving up acquisition costs and limiting how efficiently the brand could scale. It needed to know whether CTV could diversify acquisition, reach new qualified audiences, and drive measurable sales.
Social CPMs up 3-4X, driving acquisition costs higher
No proof yet that CTV could scale as a performance channel
No proof yet that CTV could scale as a performance channel
The approach
A full-funnel test built to prove performance
Jamloop suppressed existing customers in favor of first-party lookalikes, tested expanded third-party audiences, and paired CTV awareness with retargeting across video, display, and pause ads—measuring it all with order-level data.
Lookalike targeting focused spend on new-customer acquisition. Expanded segments included health and wellness and menopause audiences. Order-level data tied CTV exposure to downstream engagement.
The result
ROAS up 50%+ within the test window
ROAS climbed from roughly 0.8x in month one to 1.25x in month two—a lift of more than 50%—while reaching 143,884 households and delivering over 1.3 million impressions across premium publishers.
ROAS improved from ~0.8x to 1.25x. 143,884 households reached at 9.1x average frequency. 1.3M+ impressions delivered across premium publishers.
