Case Study
 
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Dell drives 50x ROAS with Performance TV

Trained on Dell’s goals and ad-creative, tvScientific AI analyzed thousands of variables in real time, including audience, format, inventory, and geography, to bid only where ROI was strongest.

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The challenge

Dell needed its media investments to do more than reach people…they had to deliver measurable outcomes.

As a well-known technology leader, awareness wasn’t Dell’s challenge. The goal was to drive efficient sales and prove incremental performance across every channel.

To do that, Dell needed a top-of-funnel channel with bottom-funnel accountability. Here’s what happened when they put a performance-driven TV strategy in place:

 

The solution

Dell partnered with tvScientific to bring performance measurement and guaranteed outcomes to Connected TV

  • 50x ROAS from outcome-based CTV campaigns
  • Top-tier media placement without upfront spend or brand risk
  • A CPA model that drove net-new consumers with full attribution
  • Deeper visibility than they were getting from other media partners

The campaign results encouraged Dell to expand the program and elevate Performance TV as a core part of their marketing mix.

Why it worked

tvScientific has been a game-changer for our affiliate program. Their performance-based model has unlocked deeper insights into the impact of our CTV investment by giving us an end-to-end view from impression to conversion. This model has not only helped us minimize risk but also elevated the program’s strategic value within the organization

Jackson-dumas

Jackson Dumas

Dell GTM Affiliate Lead, North America

The AI + measurement advantage

tvScientific AI is what makes the promise of performance possible and sustainable.

Trained on Dell’s goals and ad-creative, tvScientific AI analyzed thousands of variables in real time, including audience, format, inventory, and geography, to bid only where ROI was strongest. It automatically reallocated spend mid-campaign to higher-performing placements, improving efficiency without manual effort.

Dell’s team gained clear, household-level attribution that connected impressions to conversions, confirming that Performance TV was driving incremental sales, not just awareness.

And because tvScientific AI learns across channels, it revealed how Performance TV influenced conversions later attributed to search or affiliate. These insights helped Dell rebalance spend toward placements delivering true incremental lift, maximizing efficiency and proving Performance TV’s strategic impact inside the broader media mix.

tvScientific AI

Outcomes-48px tvScientific AI analyzes thousands of variables in real time (audience, format, inventory, geo) to bid only where ROI is likely
increase-revenue tvScientific AI reallocates spend mid-campaign to higher-performing inventory, no manual effort required
Target tvScientific AI delivers household-level attribution, not just “who saw the ad,” but who converted
collaboration-48px tvScientific AI surfaces partner overlap and lift, so Dell’s team can rebalance spend with clarity

With this level of transparency, Dell didn’t have to guess whether Performance TV was working. They could see it. And that changed how internal teams viewed the channel from “nice-to-have” brand play to performance engine.

The Results

  • 50x ROAS on controlled, measurable performance
  • 56% net-new customer acquisition from Performance TV (driving 1,625 net new customers YTD
  • Reach 4.67M unique HH at a 2.7 frequency 
  • Always on incrementality reports shows a 27% incrementality percentage. 

tvScientific AI helped us turn TV into a true performance channel. It continuously optimized toward our CPA goals, reallocating spend where conversions were strongest and giving us full visibility into ROI. The result, a 50x ROAS, showed that Performance TV can drive measurable, incremental outcomes at scale.

Calum-Lewis

Calum Lewis

Global Marketing Consultant, Dell Technologies.