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HOLISTIC ROAS
DAYS TO LAUNCH
DAYS TO SUCCESS
OVERVIEW
A 7-figure health and wellness brand (anonymized to protect brand identity) partnered with us to overcome diminishing returns on their paid social advertising. We implemented a strategic CTV-centered approach with complementary display retargeting that achieved a remarkable 3.54x ROAS within just two weeks—significantly outperforming the industry standard timelines.
CHALLENGE
This established health and wellness brand had built their digital presence primarily through paid social media but began experiencing diminishing returns when scaling. They needed to:
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Finding new scalable channels to complement their existing social media efforts
Maintaining performance metrics while expanding to new platforms
Effectively utilizing their high-quality video content across different formats
Creating cohesive user journeys across multiple touchpoints
Achieving measurable results quickly to justify the channel diversification
SOLUTION
We designed a CTV-centric programmatic strategy leveraging the brand's existing video assets:
CTV-Centric Advertising Strategy
We identified CTV as the ideal cornerstone channel for the brand's existing high-quality video content. CTV would allow them to reach new audiences in a premium, highly engaging environment where their production quality would shine.
Multi-Level CTV Engagement
We developed a sophisticated approach using CTV for both initial prospecting and continued engagement through retargeting, creating multiple touchpoints within the same premium environment.
Display Network Retargeting
We designed custom banner advertisements that effectively communicated the brand's product benefits, using them strategically to retarget users who had engaged with the CTV campaigns at the top of the funnel.
This approach demonstrated CTV's value as a customer acquisition channel bringing in new, high-intent audiences without cannibalizing other traffic sources.
IMPLEMENTATION
Our streamlined implementation took just 7 days to set up and included:
Phase 1: Activation (7 Days)
Established tracking and attribution systems
Configured audience segments
Adapted creative assets for each platform
Phase 2: Top-of-Funnel (TOF)
CTV prospecting campaigns to introduce new audiences to the brand
Optimized reach within target demographics
Phase 3: Middle-of-Funnel (MOF)
CTV retargeting of users who engaged with TOF content
Display retargeting of the same CTV-engaged audiences
Notably, we deliberately excluded Bottom-of-Funnel website visitor retargeting to clearly demonstrate CTV's unique acquisition value.
TESTIMONIAL
Anonymized
CEO @ Health & Wellness Company & Client of OTHERSIDE
Antonio Banderas
Marketing of Tropical Elixirs Company
Antonio Banderas
Marketing of Tropical Elixirs Company
RESULTS
The programmatic strategy delivered exceptional results for this health and wellness brand, exceeding both timeline expectations and performance benchmarks:
3.54x holistic ROAS on a starting budget of $650 daily spend, which has since increased to $1,000 daily and growing quickly while performance holds.
Results achieved in the second week (vs. industry standard 4-6 weeks)
Clear demonstration of CTV value without traffic cannibalization
Successfully diversified beyond social media limitations
The rapid achievement of positive ROAS demonstrates that programmatic advertising, when implemented strategically, can deliver immediate value for brands looking to scale beyond social media advertising.
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