How a Full Service Agency Boosted Web Traffic by 70% with CTV

When Michael Morris founded Morris Media after over a decade in traditional radio sales, his goal was to build an agency that drove outcomes, creating a model that focused strictly on client profitability. 

That founding spirit became even more relevant in the aftermath of COVID-19, when media consumption habits changed and long-held assumptions about reach and effectiveness came under scrutiny. For Morris, it was clear that the future wasn’t in traditional linear buys or one-size-fits-all digital solutions. 

Having experimented with early CTV platforms that delivered underwhelming results, Morris was cautious. He needed a platform that went beyond cheap remnant inventory with opaque results. He needed a partner that would help him quantify the downstream impact of campaigns, iterate based on performance, and build custom strategies based on specific market and product dynamics.

Earlier CTV platforms disappointingly offered prebuilt audiences and rigid creative parameters, but Vibe.co offered Morris something different: a collaborative, flexible, “living breathing” model.

" Other platforms are plug and play, but with Vibe, I can literally pick up the phone and text Rachel or call Jamal and say, ‘I don’t know if you guys can help,’ and they’ll say, ‘No problem. We’ll build you a custom audience.’"

That access to human intelligence behind the platform became key to sustained growth. For example, when Morris needed to target a niche demographic that made up only 5–7% of the general population in specific Ohio markets, Vibe's team built a tailored segment that could be deployed across Columbus, Akron, and Dayton.

Vibe's platform made it easy to correlate CTV exposure with traffic lifts and conversion activity so Morris could analyze campaigns through the lens of cost-per-visitor and eventual revenue generated per sale. 

For one campaign: over a two-month period with no other media support—no radio, no billboards—web traffic for Morris’s client increased by 70%.

For a different campaign, Morris layered his Vibe campaign with traditional radio garnering 400,000 impressions on streaming TV paired with 6.2 million radio spots:

"The numbers were off the charts. The lift in new website visitors and the volume of qualified leads outpaced expectations, proving not only that CTV could work alone, but that it could amplify results when paired intelligently with traditional media."

Morris applied his unique, research-first technique to every campaign. For a jewelry retailer, he began with total market potential: 

“In Columbus, there were 11,453 marriages last year. If my store does 100 rings a month, that’s 1,200 per year—already 8% of the total market.”

The goal was to gain incremental share. “To really win, I only have to get another 1% or 2%,” he explained. By combining CTV targeting with hyperlocal radio, Morris helped the client do exactly that—moving from 8% to 15% market share in April alone, with May and Mother’s Day campaigns still in flight.

Using Vibe's platform, Morris could monitor delivery in real time, tweak campaign settings, and compare outputs across markets. The platform’s transparency enabled him to tie campaign delivery back to business metrics: average sale value, conversion rates, and even profit margins.

Meanwhile, Vibe’s team accompanied him every step of the way. They proactively contributed solutions, custom targeting models, and optimization suggestions, treating Morris like a strategic partner.

One client campaign run exclusively on Vibe's CTV platform delivered a 70% increase in web traffic across two months, with month-over-month gains of 45% and 25%. No other media channels were used, demonstrating CTV's standalone ability to drive performance.

For a Columbus-based jeweler, Morris used Vibe's platform to increase market share from 8% to 15% in a single month. With the average ring yielding $2,500 in revenue, just 20 incremental sales delivered $50,000 in top-line revenue. Against a media investment of $10–15K, the campaign generated a return of more than 3X, before Mother's Day impact had even been accounted for.

Even modest monthly lifts created meaningful financial returns for Morris’s clients. “If every campaign brings back even 2% growth, it’s going to be successful,” he noted. “Sometimes it’s 15% to 20%.” The ability to deliver steady, predictable growth month after month gave Morris the confidence to scale campaigns, and the proof he needed to retain and upsell clients.

Unlike other CTV platforms that felt transactional, Vibe.co’s service model empowered Morris to work strategically: “I feel like I’ve got a team of people who’ve treated me like we all know each other really well, even from the jump,” he said. “It never feels like I’m buying widgets.”

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