Digital Agency Grows Client Roster with CTV

The digital advertising agency Intellectual Ninjas has been providing performance-focused digital advertising expertise to clients of all sizes for over a decade - first focusing on web development, then SEO, SEM, and now CTV thanks to its partnership with Vibe.co.

Adding a Connected TV offering to their suite of services not only allowed the Ninjas to expand their client reach, but also to deepen relationships with advertisers who trusted them to lead the way into new forms of digital advertising. 

"We must proactively present innovative solutions to clients rather than react to their requests, establishing our expertise and delivering effective strategies with confidence."

Initially hoping to partner with Streaming TV publishers for direct inventory access, they quickly got burned by exorbitant campaign minimums, lackluster support, and labyrinthine platform dashboards. With Vibe, they were able to seamlessly onboard their whole team, test campaigns with cost-conscious clients at only $50/day, and optimize results in real-time. 

Because Connected TV Advertising is so new to advertisers, especially SMBs, dashboard clarity and flexibility were key: Intellectual Ninjas’ customers needed a clear and comprehensive understanding of their CTV KPIs and optimization options. The agency team was thrilled to find how simple yet flexible and transparent Vibe’s platform could be so they could answer - and act upon - advertiser requests at a moment’s notice. 

The ability to target only television screens, for example, significantly enhanced precision and operational awareness for their clients, as did frequency capping, CRM targeting, reporting dashboard filtering, etc. 

"When we found Vibe, it was a blessing. Being able to customize campaigns independently on a self-serve platform and show them to customers ready to go made getting customers on board so much easier."

Clients looking for increased web traffic and lower costs per view are warming up to Streaming TV and signing up for longer campaigns, especially once they understand the difference between what local news stations call “CTV” (which is really just broadcast duplication) and the reach a platform like Vibe can provide. 

Vibe’s low campaign minimums virtually eliminated barriers to entry so the agency could introduce CTV to clients safely and effectively without having to request $10,000 monthly “test budgets.” 

"Given the dynamic nature of CTV, partnering with Vibe, which offers transparent data and a robust site traffic engine, is invaluable."

For their first client campaign launch, the agency was laser focused on cost per view and completed views to measure the effectiveness of Streaming TV campaigns. Results were instant: spending decreased from 9 cents on other platforms to 2 cents with Vibe, significantly enhancing campaign reach.

Intellectual Ninjas appreciated Vibe’s product iteration loop which allowed them to watch the platform evolve in response to their feedback on premium inventory requests and target segmentation enhancements, for example. The ability to tie those features to paid sessions and conversion actions is what convinced first time CTV advertisers to keep spending with Intellectual Ninjas (and Vibe). What a difference from their habitual broadcast TV buys! 

The platform's geo-targeting capabilities by ZIPcodes around larger markets, such as Dallas-Fort Worth (DFW), were particularly useful, addressing gaps left by other providers claiming certain households were unreachable. Vibe was able to drill down and get the agency the reach they needed every time. Combining those audiences with retargeting email recipients in order to align ad placements with sales data was a game changer.

On the back end, campaign scaling and optimization were a breeze thanks to Vibe’s agency partner program. Compared to another CTV vendor which Intellectual Ninjas uses for other digital needs, Vibe's focus on Connected TV (CTV) made it easier to work with, explain to clients, and maintain accountability.

For event-driven campaigns, especially those managed by non-profits, Vibe enabled rapid campaign launch, a feature too often lacking from publisher-side platforms. 

Once early campaigns were launched, Vibe’s reliable attribution model, comprehensive metrics and dedicated support team allowed the agency to adjust campaigns effectively.

"Quentin would literally call and tell us when our campaign wasn’t set up right - no sugar coating, no waiting and wasting our money. We’re on the same team.
"

Vibe was especially useful as a powerful catalyst for search to optimize eCommerce account campaigns: 

"Every time we run a Vibe campaign, we see an uptick in search for the branded name, so we’ve adapted our creative to push for that."

Meanwhile, SMB advertisers jumped at the chance to further leverage assets and data they already had like web-ready creative optimized for TV, retargeting existing customers, and enhancing local audience reach, all transparently tied back to page views and site sessions. 

"We encourage small brands to launch quickly because it’s such a performance channel. We pivot to CTV now before social media because it’s trackable, easy, and testable."

Across advertiser types, goals, and budgets, the entire Intellectual Ninjas team was able to harness the power of performance marketing on television to drive results locally and across the country.

Vibe’s simple, transparent platform empowered the team to confidently launch and optimize campaigns independently, onboard more clients, and maximize Vibe’s revenue share partner program.