Proving Incremental Growth with CTV/OTT for Wantable

Wantable is a leading DTC eCommerce brand built on performance-driven growth. While paid social, particularly Meta, had been a strong driver of demand, continued scale required channel diversification and a more durable acquisition strategy. Granular was brought in to test whether CTV/OTT could drive measurable, incremental growth, not just reach.

The Opportunity

Wantable’s growth was increasingly dependent on Meta for mid- and top-funnel performance, with no structured approach to video or CTV/OTT.

To scale efficiently, the team needed to:

Reduce reliance on a single primary channel
Expand reach to net-new, high-value audiences
Validate whether CTV/OTT could drive incremental performance
Maintain efficiency while increasing acquisition volume

This wasn’t about adding spend, it was about proving a new channel could perform.

Granular’s Solution

Granular implemented a controlled, test-first strategy designed to isolate and measure the true impact of CTV/OTT.

Geo Holdout Testing
Campaigns were launched in select DMAs (San Francisco and Chicago) and benchmarked against control regions to quantify incremental lift.
CTV + YouTube Integration
YouTube TV and premium YouTube placements were used to deliver high-reach, high-attention inventory to targeted audiences.
Full-Funnel Alignment
CTV/OTT efforts were layered into existing performance channels to support both awareness and conversion.
Retargeting Reinforcement
High-frequency exposure was paired with retargeting to convert engaged users and maximize return.
Performance Validation
Results were continuously measured against projected benchmarks to confirm efficiency and scalability.

Every element of the strategy was built to answer one question:
Does this channel drive incremental results?

The Results:

CTV/OTT delivered measurable, incremental impact, improving both order volume and new customer acquisition in test markets.

+21% increase in total orders (YoY)
641 new customers acquired with no prior relationship to the brand
Test markets outperformed benchmarks and exceeded projected results

The outcome was clear: CTV/OTT is a viable, scalable growth channel—capable of driving incremental performance beyond paid social.