TvScientific Bets On CTV As A Performance Channel
New Head of Product, Matthew Koontz, was able to catch up with AdExchanger to discuss plans to bring his media and advertising learnings to...
AdExchanger: How Wildgrain Developed The Right Recipe For CTV Advertising
tvScientific
Aug 22, 2025
August 22, 2025
The news: DTC subscription brand Wildgrain tested performance-focused CTV advertising with tvScientific after relying heavily on Meta ads. Using a cost-per-outcome model and Rockerbox attribution, its early 2024 campaign delivered a 27% lift in conversions—prompting Wildgrain to extend CTV into summer despite it being off-season for bread sales, per AdExchanger reporting.
Why this matters: Wildgrain’s case shows how CTV can function like a performance channel, not just brand awareness. With outcome-based pricing and measurable ROI, tvScientific makes CTV more accessible for DTC marketers under pressure to lower CAC and prove impact.
US CTV advertising will grow 15.8% this year to $33.35 billion, rising to $46.89 billion by 2028. That makes it one of the fastest-growing sectors in digital advertising; we expect the number of billion-dollar CTV ad businesses in the US to rise from two in 2020 to nine by 2026.