One frequency cap was hiding two very different buyers.
This retail streaming advertising case study runs 16 weeks and about $350,000 across streaming TV and display.
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Streaming RoAS lift
One retailer with two audiences pulling in opposite directions.
Capping weekly frequency separately for parents and for B2B buyers lifted a national retailer's streaming RoAS 48% within 30 days.
National direct-to-consumer retailer
Party and event supplies, sold across the country.
Two audiences on one plan
Parents shopping for celebrations, and B2B buyers stocking events and schools.
$350K across 16 weeks
February to May 2026, with CTV leading and display supporting.
Bought direct, every time
Straight to the publishers, with no middlemen in between.
Two very different buyers were sharing one frequency cap.
One weekly ceiling was averaging two audiences that behave nothing alike.
Parents
Shopping for birthdays, holidays, and classroom parties.
Optimal frequency
About 1 CTV impression per week, plus 10 to 25 display impressions.
B2B buyers
Stocking up for events, schools, and the year ahead.
Optimal frequency
Six to eight CTV impressions per week, plus the same 10 to 25 display.
How we built the retail streaming advertising campaign.
01
Reporting tied back to real sales.
Every week, platform numbers get reconciled against what rings up at the register.
02
A frequency cap per audience.
Parents got a low weekly ceiling, B2B buyers got far more room.
03
CTV and display split by role.
The two channels don't move the same buyer the same way, so each was tuned per audience.
This campaign ran direct with every publisher here, with no middlemen.
Streaming RoAS lifted 48% within 30 days of the reset.
Roughly one CTV impression a week for parents against six to eight for B2B buyers, on the same budget, moved the return.
+48%
Streaming RoAS, peaking within 30 days of the frequency reset.
$350K
Invested across 16 weeks of streaming TV and display.
10 to 25 / week
Display frequency, held steady for both audiences while CTV split apart.
Every figure in this retail streaming advertising case study is reconciled weekly against point-of-sale revenue, following the IAB standardized measurement guidance for CTV.
Retail streaming advertising, answered.
What did the retailer actually change?
The weekly frequency cap, set separately for each audience. Parents converted most efficiently at about one CTV impression a week, while B2B buyers stayed efficient at six to eight. Running both on one curve overspent against parents and underspent against B2B.
How do you measure a 48% RoAS lift on streaming TV?
Against the retailer's own sales data. Every week we reconcile what the platform reports with what actually rings up at the register, so the number reflects streaming's contribution to real revenue instead of a platform-reported proxy. Every figure in this retail streaming advertising case study comes out of that weekly reconciliation.
What did the campaign cost?
About $350,000 across 16 weeks, from February to May 2026, with CTV leading and display supporting it.
Does capping frequency per audience work outside retail?
Yes. Any advertiser running two buyer types on one plan is averaging two different frequency curves into one wrong number. We cap frequency before the bid, so the ceiling is enforced rather than reported after the fact.
Where did the ads run?
On streaming TV through direct publisher relationships, including Disney+, Hulu, Paramount+, Peacock, Roku, Tubi, Sling TV, and VIZIO, with no middlemen between the budget and the publisher.
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