Lectric eBikes Drives a 5.69 Incremental ROAS on CTV with Vibe.co

Lectric eBikes makes the top-selling e-bike in America, ahead of Trek and Giant, out of Phoenix. They win on affordability. But affordability in this category still means a four-figure purchase, so buyers need several touchpoints across several channels before they convert. Logan Young, VP of Digital Marketing, owns the digital mix.

Challenge

The challenge was reach. Lectric was buying heavily on linear, but the households they most wanted had shifted to streaming, where linear buys couldn't follow.

“There was a lot of people that were on TV that, even though we'd advertise there heavily, we hadn't reached, because they were only on streaming. It made obvious sense for us to scale TV further by testing into streaming.”

Solution

E-bikes at Lectric's price point draw a specific buyer, and that buyer takes a long time to decide. When the consideration window is that long, optimizing a campaign toward same-day CAC works against the goal: the algorithm chases whoever is closest to converting today, and the team loses control over who the campaign actually reaches. Lectric needed the opposite — control over the audience, proof the spend was incremental, and the ability to move budget toward what worked. That maps to four things Vibe is built to do.

1. Identity Intelligence: audience control, not CAC-chasing

For a high-AOV, long-consideration purchase, who you reach matters more than how cheaply you can reach the next easy conversion. So rather than let an algorithm chase whoever looks likeliest to buy today, the Vibe team helped Lectric build its audience deliberately, on three layers:

Intent, first-party retargeting, and first-party-modeled prospecting running together is the kind of audience control a generic CAC-optimized buy can't reproduce — and reach extends to the streaming-only households linear never touched.

2. Partner-verified incrementality: proof, not just attribution

Incrementality answers the question every performance marketer actually cares about: how many of these sales did the ads cause? A test measures it with a holdout — a randomized group of households kept from seeing the campaign — and compares their purchases against the households that were exposed. The gap between the two is the true lift the ads created, and incremental ROAS (IROAS) is that lift measured against spend.

And Lectric didn't have to take Vibe's word for the result. The test was designed and read by Haus, an independent incrementality partner — third-party proof rather than the platform grading its own homework.

On top of the incrementality read, Vibe's reporting gave the team a channel-level view with breakdowns by device, creative, and demographic, so they could see exactly where performance was coming from. For Lectric, the KPI that matters most is incremental ROAS — evidence of the net-new, qualified purchasers Vibe drove, not sales that would have landed anyway — and it's the number they now plan against.

3. Platform Control & Agility: testing that moves budget

Vibe runs testing at the channel level to identify which channels earn more budget, and creative testing alongside it to establish which creatives graduate into the evergreen rotation — the same testing discipline applied to two decisions at once.

4. Certified Supply: knowing exactly where every ad runs

Vibe buys only through direct publisher integrations and Deal ID, with supply-side resellers banned from the inventory. So Lectric's control over where its ads run is real, not assumed — every impression lands on inventory the team can see and trust. That certainty is part of what let a test become a standing line in the plan.

Results

In the incrementality test read by Haus, Lectric saw a 5.69 IROAS — which Young describes as one of their strongest returns across any channel. That read is what sized the budget decision: CTV had been running at roughly 5–15% of Lectric's total TV budget, and on the strength of the incrementality result it now sits at about 30%.

“When you look at incrementality tests, we had a 5.69 IROAS, one of our strongest returns in general, giving us more confidence to increase spend into CTV. The result told us that this is a highly incremental channel. Vibe is able to drive net new eyeballs that are qualified and are going to purchase.”

Vibe moved from a test line item to a scalable platform in the mix.

“Vibe was brought on initially as a platform to test, so it changed the conversation, moving it from testing to evergreen platform. It's a platform we're going to continue running on.”

Conclusion

For a high-AOV, long-consideration product, the mix of audience control and third-party-verified measurement is what turned CTV from a test into a channel Lectric now plans around — and sized the budget shift behind it.

“CTV can provide as much value as linear, if not more, and deserves some of the dollars that historically have gone to linear. I think we need to be loyal to performance.”