Vibe CEO's CTV Playbook

Hey there, 

It’s Arthur from Vibe. 👋

As we develop some of the most exciting features to ever launch on Vibe.co, I want to share the CTV Playbook that my team and I have used time and time again to help thousands of brands succeed on CTV.

Building campaigns for TV used to be hard. That’s why we built Vibe.

I can’t wait to get the conversation started with you and will keep it going on LinkedIn! Follow me there for more insights and let’s grow!

Step 1: Crush your CTV Creative

While there are absolutely some fundamental best practices to follow in order to develop impactful videos, they may not be what first comes to mind. 

Here’s my take, based on my experience monitoring thousands of ads on Vibe.

Don’t worry about:
💬 Telling your entire brand story in one ad
🔁 Creating everything from scratch
🎭 Hiring professional actors
🎬 Complex story boards
💰 Expensive production

Instead, focus on what actually impacts performance 👇

Step 2: Track CTV Ads Like a Pro

If you only remember one thing from my CTV Playbook, it should be this: it ain’t managed til it’s measured. Seriously.

Forget fancy creative, forget granular targeting, forget premium inventory: if you’re not tracking your campaign’s progress, what’s it all for?

The whole product team has put their all into creating a seamless experience for advertisers to set up tracking and data imports - let me show you around:

🛍️ Track web visits, leads, and purchases in just a few clicks

📲 Connect your app to the MMP of your choice

🎯 Target and track high-value CRM audiences

💻 Manage results on your GA dashboard in just two clicks

Step 3: Set the Right CTV Budget

I’ve spent the past year talking with thousands of our clients and the #1 question - regardless of their size - has been: how much should I budget for my Streaming TV Campaign?

So here’s the breakdown 👇

It’s simple:
1. Sync your budget with your web traffic numbers
2. Zero in on your KPIs with Vibe’s Budget Simulator
3. Get started with Free Vibe Credits 💸

Step 4: Collect Data with Retargeting

If nothing else, this CTV Playbook should empower you to confidently test, iterate, and optimize your Streaming TV campaigns by showing you how to read and interpret data. 

One of the easiest ways to gather actionable data early on in your CTV Campaigns is to start with Retargeting. 🎯

This will allow you to gauge how your audiences behave on a new channel, while allowing you to build high-value lookalike audiences.

Implementation couldn't be simpler 👇  

Let your campaign run a few weeks in order for Vibe's proprietary ML algorithm to optimize performance and feed you meaningful targeting information, and let me know how it goes!

Step 5: Kickstart Acquisition

Two weeks into your Retargeting campaign, you should be cooking with gas: enough data has accrued to confidently build acquisition campaigns across your funnel, from awareness to traffic to conversions.

How?

Let this campaign run for 4 weeks, then optimize!

Step 6: Analyze, Iterate, Scale

This might be my favorite step, so buckle up!

If you’ve followed the CTV Playbook so far, you should have a solid audience based on data from your initial retargeting campaign, and followed up with a strong acquisition campaign.

Now it’s time to tinker 😈: 

Follow these steps and make sure your campaign performance matches this basic pattern👇!

Step 7: Results

You made it! If you’ve been following my Playbook from the beginning, your CTV campaign should now be in cruise control. 

What’s next? Systematizing and replicating the process!

Based on the basic CTV campaign best practices outlined in Steps 1-6, your performance and budget should look something like this 👇

So now that you’ve found your sea legs, dive into the deep end and try out some of Vibe’s newest tools:

📺 Vibe Studio

💁‍♂️ Vibe AI Assistant

🔨 Klaviyo Integration

🛍️ Shopify Integration

🏀 Live Sports Advertising

I can’t wait to hear how it goes!