400%+ ROAS CTV playbook for agencies

Roswell NYC is a Webby-winning agency, that specializes in scaling high-performing eCommerce brands. From its New York City headquarters, Roswell helps clients grow across digital channels and, since October 2024, on Connected TV with Vibe.co.

The team’s decision to add streaming TV to its media mix came at the right time. With U.S. CTV ad spend climbing past 30 billion dollars and projected to account for more than a quarter of all digital video ad dollars by the end of 2025, the shift to performance-based streaming is accelerating. All of it without losing the precision of paid search and social.

Diversify beyond Meta and Google

Roswell’s goal was to diversify beyond Meta and Google, giving their clients a measurable way to drive incremental revenue on a new performance channel. They were looking for clear attribution, high ROAS, and a platform that made testing CTV as simple as running a Meta campaign.

Offering streaming TV was a way to attract new brands, retain existing ones, and prove that Roswell drives performance without forcing clients into large minimums or long commitments.

Launching impactful and creative campaigns

The team started small, testing campaigns with a handful of clients across outdoor gear, home décor, jewelry, and drone technology. Their approach was pragmatic: launch quickly, use existing creative, measure results, and scale what works.

The campaigns combined prospecting and retargeting, feeding data from Klaviyo and Shopify audiences into Vibe.co’s lookalike modeling.

“One of our outdoor brands saw more than a thousand percent ROAS right out of the gate. That campaign became our proof point.” - Michael Rarick, Dir. of paid media and SEO at Roswell NYC.

Roswell used geographic and income segmentation to reach high-intent audiences in top-performing cities, testing both broad prospecting and retargeting pools. When an early test in high-income counties underperformed, they pivoted fast, showing the flexibility of both the platform and the team.

Vibe.co’s simple pixel integration and no-minimum entry point allowed Roswell to onboard brands quickly, often pairing TV buys with Meta and Google campaigns to prove impact within weeks.

“We were trying other platforms, but attribution and ease of use were always hang-ups. Vibe.co solved both.”  Michael Rarick, Dr. of paid media and SEO  at Roswell NYC.

Measurable results

Across verticals, Roswell’s clients are seeing performance that rivals or exceeds paid social benchmarks.

For Roswell, the results confirmed that CTV can be both a performance channel and a brand builder. Clients not only hit revenue goals but also experienced a lift in perception that is difficult to achieve on smaller screens.

“Seeing your brand alongside national advertisers gives it instant credibility. It elevates perception in a way social ads never could.”  Michael Rarick, Dir. of paid media and SEO  at Roswell NYC

The agency has since made Vibe.co a fixture in its growth stack, using it to open doors with new prospects who already have Meta and Google partners. By offering CTV and programmatic as entry points, Roswell can prove value first and expand later.