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Introduction
Connected TV (CTV) has become a core channel for brands seeking to reach consumers where they spend more time. But as streaming audiences grow, many marketers still struggle with the fragmentation of platforms and the limitations of identity-based targeting.
One outdoor lifestyle brand faced this challenge head-on. Working with PMG, IRIS.TV, and Index Exchange, the brand designed a campaign that not only reached their ideal audience but also delivered a meaningful impact against brand metrics that matter.
The Challenge
This brand wanted to promote premium outdoor apparel and gear to men and women who value nature, adventure, and quality. CTV campaigns often fall short when demographic targeting fails to reflect who is actually watching. At the same time, manually curating premium CTV content across thousands of apps and FAST channels can be a time-consuming process with limited scale.
The brand asked:
How can we ensure that our message lands at the right moment, when consumers are most engaged?
The Solution
PMG used IRIS-enabled™ contextual and emotional targeting, activated through Index Exchange, to align ads with the CTV content viewers were actively watching. Instead of relying only on who the viewer might be, the campaign focused on what they were watching in real time and how it made them feel.
- Men’s apparel ads ran alongside fishing, travel, and nature programming to reinforce themes of capability and reliability.
- Women’s apparel ads appeared in contexts tied to self-care, fashion, and lifestyle to spark empowerment and inspiration.
The Results
The campaign was measured by Upwave and delivered outstanding performance, far exceeding Upwave's industry norms for the fashion industry:
- 9X higher brand preference
- 10X higher favorability
- 3X higher consideration
The lifts were strongest among younger consumers, high-income households, and frequent outdoor retail shoppers, audiences with both strong brand affinity and purchasing power.
Buyer Perspective
“Our mission is always to help clients connect with audiences in ways that drive real business outcomes,” said Mike Treon, Head of CTV & Video Strategy, PMG. "By leveraging IRIS-enabled data and Index Exchange, we were able to align creative messaging with the exact moments consumers were most receptive. The result was a campaign that not only exceeded benchmarks but also delivered stronger brand connections.”
Why It Matters for Marketers
For brands, the takeaway is clear: real-time relevance drives attention and outcomes in CTV.
With IRIS-enabled data, marketers can:
- Ensure ads appear in moments that are naturally relevant to their audience
- Scale across premium CTV inventory without manual content curation
- Achieve measurable brand lift that exceeds industry norms
Ready for Your Next Campaign?
Let’s talk about your next campaign. We will show you how to utilize IRIS-enabled data in conjunction with your creative and media plan to drive brand preference, consideration, and favorability at scale. If your brand is looking to stand out in CTV, now is the time to explore contextual and emotional targeting. PMG, IRIS.TV, and Index Exchange are helping brands cut through the noise, connect authentically with audiences, and deliver measurable results.
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