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The Attribution Illusion: Incrementality Is the Way Forward for CTV
5 min read
Vibe x WorkMagic: Empower Performance Marketers to Prove Streaming TV ROI
We’re excited to announce our latest integration with WorkMagic bringing powerful incrementality testing and causal measurement to your Connected TV (CTV) campaigns.
Performance marketers need to measure growth and drive business outcomes. That’s why we’re partnering with WorkMagic, the premier platform for marketing experimentation and measurement, to bring a new level of precision and insight to your CTV campaigns.
About WorkMagic
WorkMagic is a marketing measurement & experimentation platform that empowers e-commerce brands to measure the true impact of marketing efforts. Its advanced geo-experimentation engine measures not only direct conversions, but also uncovers the halo effect—where up to 30% of incremental sales may happen outside your primary channel (Extend, 2022). These insights allow you to get the full picture of your campaign performance.
Why This Integration Matters
With Vibe x WorkMagic, marketers can finally:
- Quantify True Incrementality: Our integration provides reliable metrics like iROAS and iCPA, so every marketing dollar is accounted for.
- Optimize Spend with Confidence: Marketers using WorkMagic insights have shifted up their budgets to higher-yield channels, boosting returns and trimming wasted spend.
- Unlock Speed to Insight: Geo-lift tests take as little as 3 weeks delivering recommendations that have helped brands improve their marketing efficiency ratio (MER).
Attribution ≠ Impact
Click-based attribution rewards noise, not performance. It misses the halo effect of high-consideration channels like CTV. It’s why marketers overinvest in bottom-funnel tactics while undervaluing brand-building and awareness.
With Vibe x WorkMagic, marketers get a crystal-clear view of causal impact—helping them allocate spend with confidence, not compromise.
How the Integration Works
- Launch geo-experiments through WorkMagic to isolate the true lift your CTV campaigns generate.
- Instantly access actionable reports showing both direct and indirect sales impact, plus your brand-specific attribution model and media mix model (MMM) calibrated with test results
- Feed those insights back into your planning, so you invest where it counts.
Key Outcomes for Marketers
- Efficient, rapid geo-lift testing at scale
- Comprehensive incrementality measurement (iROAS, iCPA, multi-channel lift)
- Actionable, data-backed recommendations for ongoing optimization
Brands leverage Vibe x WorkMagic to validate, optimize, and scale their CTV efforts.
If outcome-driven marketing is your goal, it’s time to experience the difference for yourself.
