For its connected TV program, Ashley needed more than broad reach. The retailer needed a performance-accountable approach that could support national scale, store-level activation, and measurement across online and offline attributed sales.
With tvScientific by Pinterest, Ashley expanded across its national and local CTV footprint. Pinterest audience signals were incorporated as one critical input within the broader program.
The Challenge: Scale Performance TV Without Losing Local Relevance
National CTV can build broad awareness, but omnichannel retailers also need to reach consumers close enough to act on a nearby store visit. That requires a program built for both scale and precision: national campaigns that extend reach, plus market-level campaigns designed around local store footprints.
Ashley’s challenge was to scale its tvScientific program while continuing to measure performance across a diverse portfolio of national and local markets and campaign types.
The Approach: National Reach, Store-Level Activation
Ashley structured its tvScientific program around complementary layers:
- National campaigns supported broad portfolio reach across the retailer’s core footprint.
- Established local markets concentrated activity around store-focused trade areas.
- Additional local-market activations extended the program into more store-focused geographies.
- New local-market activations launched in Q2 as city-level campaigns, expanding the program into markets without a comparable Q1 baseline.
At the start of Q2, Pinterest audience signals were incorporated into Ashley’s broader tvScientific program. The audience strategy operated alongside national and local market activation, while Ashley continued to evaluate the program through attributed online and offline sales and ROAS reporting.
Scaling with performance guardrails
Ashley’s Q2 tvScientific program was designed as a scale effort: expand investment and reach while holding omnichannel ROAS at or above the team’s established 6x–9x target range. As with any performance channel, returns do not scale in a one-to-one relationship with spend. Expanding investment means reaching further into the available audience and inventory pool, so reach and attributed sales are not expected to grow at the exact same rate as media spend.
The relevant question was therefore not whether every outcome would grow in direct proportion to the tvScientific investment, but how far Ashley could scale the program before falling below its ROAS guardrail.
The Results2: More Reach and Sales at Greater Scale
From Q1, the pre-Pinterest benchmark period, to Q2, Ashley increased its investment on the tvScientific platform 3.2X, resulting in a 66% increase in QoQ reach and 41% increase in attributed online and offline sales.
Metric: tvScientific investment3QOQ Change: 3.2X / +220%
Metric: Full-quarter reachQOQ Change: +66%
Metric: Attributed salesQOQ Change: +41%
Metric: Blended omnichannel ROASQOQ Change: Above Ashley’s 6x–9x target range
Remarkably, the increased investment and scale upheld Ashley’s strong 9.3X blended omnichannel ROAS, including tvScientific.
Local Markets Were the Strongest Q2 Growth Engine
Established local markets led the Q2 footprint at 12.5x ROAS, reinforcing the value of store-focused activation within Ashley’s broader national program.
Ashley also launched new city-level local-market activations in Q2, which delivered 13.9x ROAS. Because these markets did not have a Q1 baseline, they should be assessed separately from the established-market comparison.
What This Means for Omnichannel Retailers
Ashley’s tvScientific program demonstrates how CTV can support an omnichannel retail strategy when national scale and local precision operate together.
The national program helped expand reach, while local-market activation delivered strong performance within the established footprint. At the same time, the tvScientific program maintained 9.3x blended omnichannel ROAS as investment on the platform increased more than threefold.
For enterprise retailers, the lesson is not that one audience input or tactic alone drove the outcome. Rather, it is that a performance-oriented CTV program can scale across national and local objectives while keeping attributed online and offline sales at the center.
1tvScientific by Pinterest Internal Data, United States, [ December 2025 - June 2026]
2ttvScientific by Pinterest Internal Data, United States, [ December 2025 - June 2026]
3Investment refers to Ashley’s spend on tvScientific and does not represent Ashley’s total CTV investment.