We recently sat down with Richard Khang, Co-founder and CRO of WorkMagic, to talk about how their incrementality-driven measurement platform is changing the way brands approach Connected TV.
“WorkMagic is built for omnichannel brands with diverse media mixes,” Richard explains. “We create brand-specific attribution and models rooted in ground-truth data and incrementality testing. That way, brands can see the real impact of every dollar spent—including on CTV.”
Why Incrementality Now?
CTV has quickly evolved from a brand-awareness channel to a performance driver. But the old ways of measuring don’t work anymore.
“Fragmented supply, rising CPMs, and privacy limits mean correlation is useless,” Richard says. “Incrementality shows you the true lift of your CTV ads—whether the purchase happens on Amazon, retail, or direct-to-consumer. That’s the signal marketers need to allocate budget and hit business goals.”
For WorkMagic, teaming up with Vibe was a clear choice.
“Vibe brings verified delivery and premium targeting. We bring the methodology. Together, we give advertisers a causal read on performance,” Richard notes. “It’s a perfect match.”
The combination is already paying off. Advertisers running lift tests through WorkMagic on Vibe campaigns can see results directly in their dashboard—and use those insights to plan smarter.
Results in Action
The numbers speak for themselves:
11% lift in DTC sales from a first campaign with Vibe
Attribution models overstated organic search by 87%—incrementality revealed the true driver was CTV
57% lift in incremental ROAS by reallocating spend based on test results
"These kinds of reads build trust between marketing and finance, it’s what allows organizations to move faster and scale confidently."
Richard Khang, Co-founder and CRO
The Road Ahead
Right now, the partnership focuses on geo-lift tests. Next, WorkMagic will integrate Vibe’s API so ad spend and campaign metrics flow directly into WorkMagic’s MMM and MTA dashboards—giving brands a complete picture of how CTV fits into their media mix.
“Vibe is one of the fastest, easiest integrations we’ve ever made,” Richard says. “They put customers first, they move quickly, and together we’re making CTV a controllable lever—not a black box.”
