Case Study
 
Pins_Logo_Horizontal_wSpade-1-transparent_ece5c67f-055b-43f0-9181-850af3647a7d

Pins & Aces achieved a 27% lift in site visits

Thanks to a recommendation from tvScientific’s Creative Advisor, Pins & Aces learned they were missing out on more than a quarter of potential site visits.

What was the key to capturing more site traffic? Adding a voiceover to their ad.

hero-v2

The objective

Pins & Aces, a golf apparel and accessories brand, was interested in exploring a new performance lever and wanted to get more out of an existing ad without fully reinventing the creative.

The challenge

Pins & Aces’ existing ad included music and live-action footage. From a visual perspective, it was polished, but it was unclear whether the ad was reaching its performance potential. Were the intended message and call to action resonating with viewers? The team was open to making creative edits, but didn’t know where to start or what adjustments would drive the most impact. They also wanted proof that any changes were truly impactful.

Improving outcomes

Instead of guessing at what creative variables to adjust for improved ad performance, Pins & Aces used Creative Advisor and relied on its predictive intelligence to reveal areas of creative improvement and score them based on which opportunities were most likely to drive impactful performance improvements.

Creative Advisor’s recommendations are driven by years of CTV creative data, so when the tool suggested that adding a voiceover would be highly impactful, the team felt comfortable trying it out. The tool also promoted the idea of updating the end card.

To validate the impact in-market, they set up a test with multiple variants

  • A control ad with no voiceover
  • A variant with voiceover added
  • A variant that included a new end card
  • A variant that used a voiceover and a new end card

The results

Voiceover proved to be the most influential change, positively influencing site visit lift on its own and when combined with a new end card. Ultimately, the creative with voiceover and no new end card provided the best results.

What made it work

Focused Variables

Voiceover was tested as a clear, isolated change, with supporting variants layered in.

Consistent Signal

Voiceover variants outperformed the no-voiceover control ad.

Creative Advisor helped us prioritize what to test. Adding a voiceover was really straightforward and it delivered a clear improvement in visit rate.

Pins_Logo_Horizontal_wSpade-1-transparent_ece5c67f-055b-43f0-9181-850af3647a7d

Pins & Aces Marketing Team

Takeaways

  • If your ad is silent, voiceover is worth testing because it can improve clarity, branding, and CTA comprehension.
  • Run voiceover tests as controlled experiments, not creative debates.