The future of TV advertising isn’t about mass-market reach. It’s about delivering outcomes.
That was the central theme of our recent "Proof Over Promises" webinar with Ad Age, where I had the opportunity to moderate a panel discussion with the heads of growth and marketing at LG, Wildgrain, and DV Rockerbox. These brands shared their initial skepticism with Performance TV, why they chose to pursue the channel, and then dig deep into their specific results.
You’ll hear from Brian Robbins, Head of Affiliate Marketing at LG Electronics, about optimizing campaigns towards the sale — not just reach. Rose Hopkins, Head of Growth at Wildgrain, has tips on driving subscriber growth. And Ashley McAlpin, Head of Marketing at DV Rockerbox, demonstrates why you should never grade your own homework when it comes to media spend.
When tvScientific launched Guaranteed Outcomes at Cannes Lions, the market wasn't swimming in the word "outcomes" (yet). Now, it's everywhere. So I get why advertisers want proof about how Performance TV can claim bottom-of-funnel impact.
Our program is simple: Select a specific business result you want to drive — sales, installs, clicks, website traffic, impressions — and only pay when that result happens. tvScientific AI optimizes campaigns in real-time to perform against your specific business goals.
The shift is from paying for exposure to paying for performance.
But the best way to understand how it works in practice (to show the proof) is to hear from the brands actually experiencing attributed impact from Performance TV.
Brian Robbins runs affiliate marketing at LG Electronics. His mandate was straightforward: scale affiliate. LG had been running Connected TV campaigns for years through different teams with different goals, mostly upper-funnel awareness plays.
But Brian needed something completely different: a channel to drive sales, track performance at the SKU level, and optimize like he would with any other affiliate partner.
What convinced him to test was tvScientific’s integration with CJ Affiliate. Orders flowed through the same system he used for every other affiliate partner, with the same SKU-level detail and commission tracking he was accustomed to.
Over two years, LG saw 1100% revenue growth from Performance TV, a 57% increase in net-new customers, and a 14% improvement in CPA.
The outcome-based model changed everything for Brian: LG only pays when customers convert, which means Performance TV as a channel can scale as aggressively as the brand's success.
But large businesses like LG aren't the only ones that find success with tvScientific.
Rose Hopkins leads growth at Wildgrain, a subscription service delivering artisanal breads, pastas, and pastries frozen and shipped direct to customers. When she joined as employee #5 three years ago, the marketing team was just two people — so it was imperative that every channel Rose invested in returned major value.
Rose is candid about the reality of scaling a subscription business: everything revolves around customer acquisition cost (CAC). She describes how this is where most performance channels eventually tap out: Meta and paid social scale well... until they don't. Before tvScientific, TV felt like a massive opportunity but completely inaccessible for a small, CAC-obsessed team.
Rose decided to test tvScientific because of the Guaranteed Outcomes program, and when she discovered the integration with Rockerbox, which Wildgrain already uses for attribution.
tvScientific repurposed Wildgrain's existing social creative, without expensive production. For a lean team, not having to invest in custom TV shoots was a game-changer. They could test the channel with assets they'd already proven worked on other platforms.
Optimizing for subscriptions, tvScientific AI helped Wildgrain grow 150% year-over-year in signups and is projected to match or exceed that again this year. Performance TV now represents a significant proportion of their total marketing spend.
When I asked Rose what she'd advise other marketers when it comes to Performance TV, her advice was simple: "start earlier."
Our third panelist, Ashley McAlpin, leads marketing for one of tvScientific's measurement partners, DV Rockerbox. She notes that performance data is only as good as the measurement behind it.
Rockerbox solves for Performance TV attribution in three ways: multi-touch attribution for user path insights, media mix modeling for macro-level channel contribution, and incrementality testing for causal proof of lift. Brands like Wildgrain use multi-touch attribution to understand how TV fits alongside Meta and paid search. Other brands use media mix modeling to see Performance TV's contribution to the business as a whole.
Ashley's key point was that you can't evaluate TV in isolation. You need to connect it with your full media mix to understand how the pieces fit together. Test first, validate with measurement, then scale with confidence.
Ashley's take is that CTV is one of the hottest areas for business growth. Why? Accessibility. Performance TV used to be reserved for large brands with massive budgets. Now, tvScientific has transformed the channel into a viable performance engine for brands of all sizes, fundamentally changing who can compete in TV advertising.
These results are outstanding — but what's most exciting for adtech is the sophistication with which these brands are approaching Performance TV. They're not treating it as a test or an experiment. They're treating TV as a core channel worthy of the same rigor, measurement, and optimization as any other growth driver.
At tvScientific, we're doubling down on making that optimization even more intelligent. Our AI platform already auto-optimizes bidding strategy, audience, and inventory in real-time — and we're launching new capabilities every day.
The brands who will witness fast growth and sustainable scale aren't necessarily the ones with the biggest budgets: They're the ones willing to test, measure transparently, and let data guide their decisions.
Want to hear the full stories straight from the brands? Stream the on-demand webinar to hear how LG, Wildgrain, and Rockerbox are redefining Performance TV.