Beyond the Blast: How RevAir’s Targeted CTV Strategy Delivered a 627% ROI
In today’s noisy world of digital advertising, cutting through the clutter and reaching the right customer can seem impossible. Many brands, especially in e-commerce, are throwing spaghetti at the wall and hoping something sticks. That’s not us — and that’s not how we work.
As a direct-to-consumer e-commerce brand, we dig into a more strategic, surgical approach. In our marketing, we've always prioritized quality over quantity, focusing on a highly qualified audience genuinely interested in our unique product. This past holiday season, we put that philosophy to the test and launched a connected TV (CTV) campaign. The results were remarkable — and underscored the true power of targeted advertising.
A Unique Product With a Unique Audience
RevAir is not a typical hair styling tool. It’s a patented hair dryer that uses reverse-air (suction) to smooth, straighten and style hair without the damage traditional heat tools can cause. Our target audience is discerning: they value healthy hair, appreciate innovation, and are willing to invest in quality.
Reaching them requires more than just casting a wide net. It demands a strategy designed to build awareness and drive tangible sales. That’s where CTV — and Blockboard — came into play.
Turning to CTV
Our campaign unfolded in two distinct phases. The first phase, leading up to Black Friday, focused on high-profile awareness. We strategically placed ads within premium inventory on CTV platforms, ensuring our message reached a highly engaged audience watching quality content.
This wasn’t about racking up impressions; it was about reaching the right impressions. We wanted to introduce RevAir to viewers aligned with our ideal customer profile — i.e., individuals actively seeking better hair care solutions. This placement allowed us to establish RevAir as a leader in innovative styling technology.
The second phase, arguably the more impactful, leveraged Blockboard’s Qualified Viewer Pool (QVP) retargeting capabilities. The QVP enabled us to retarget viewers who interacted with the initial CTV ads, focusing our efforts on those who had already shown interest in RevAir.
Instead of wasting ad spend on disinterested viewers, we tailored messages to reinforce RevAir’s benefits and offered targeted promotions to incentivize purchases. We weren’t blasting out generic ads; we were engaging potential customers already familiar with our brand. It’s like walking into a store and being greeted by someone who already knows what you want — that’s the power of precision retargeting.
The Results
The results were extraordinary. We saw a threefold increase in average daily orders during Black Friday weekend, proving the effectiveness of building awareness first, then driving conversions with retargeting.
The overall campaign performance was even more impressive. We achieved a 627 percent return on ad spend (ROAS) during the holiday season. For every dollar we invested, we generated $5.21 in revenue — an outstanding return on investment rarely seen in traditional advertising channels.
Beyond revenue, other key metrics improved dramatically:
- Our cost per completed view (CPCV) outperformed our goal by 3.5 times, demonstrating strong engagement.
- Website traffic increased by 200 percent, showing that the campaign successfully drove potential customers to our online store.
- Our cost per order dropped by 51 percent, highlighting the efficiency of our targeted approach.
CTV Ad Campaign Takeaways
What lessons can other e-commerce brands learn from RevAir’s CTV success?
- Specificity is key: Don’t try to be everything to everyone. Focus on reaching your ideal customer. A smaller, highly qualified audience is far more valuable than a broad, disengaged one.
- Embrace retargeting: CTV advertising isn’t just about initial impressions. Use retargeting tools, like Blockboard’s QVP, to nurture customers through the funnel.
- Invest in quality content and placements: High-quality video ads and premium placements deliver stronger engagement and better ROI.
- Track performance closely: Monitor your key metrics to optimize campaigns in real time. Data-driven adjustments drive better outcomes.
- Use a phased approach: Build brand awareness first, then capitalize on that momentum with targeted retargeting and promotions.
Our CTV campaign was transformative. It reinforced our belief in the power of targeting and demonstrated CTV’s potential as a high-performing channel for e-commerce brands. By focusing on the right audience, leveraging technology smartly, and prioritizing quality over quantity, we achieved remarkable results and significant growth.
The future of advertising isn’t just about reaching viewers; it’s about reaching the right viewers. That’s the key to unlocking CTV’s full potential.
Kim Carrasco, the chief creative officer at RevAir, is a seasoned marketing strategist and product development expert with over 25 years of experience in the beauty industry.
Kim Carrasco, the Chief Creative Officer at RevAir, is a seasoned marketing strategist and product development expert with over 25 years of experience in the beauty industry. She is known for her ability to identify market trends and translate them into high-performing product lines, which enabled her to lead new product launches from concept to more than $44 million in annual revenue.
