Unlocking the Future of BVOD: How Awaze Pioneered a Measurable CTV Strateg
Featured Services: Data Strategy, Paid SearchIncremental user growth
In Brand Consideration
Summary of case study
For Awaze, BVOD had long been a core pillar of their media strategy, yet measuring its impact remained an ongoing challenge. The brand sought to not only reach their high-value ABC1 audience at scale but also ensure a measurable frequency and drive meaningful engagement on-site. The ultimate goal was to turn exposure into action, proving that premium video investment could deliver real business impact.
By harnessing data-driven audience insights and expanding their approach to include Connected TV (CTV), Awaze evolved its BVOD strategy into a more accountable, performance-driven model. The integration of Samba TV’s third-party data with DV360 audience profiling enabled Awaze to track both incremental reach and engagement, driving measurable impact for the first time. As a result, the campaign achieved 12% incremental user growth, a +6% increase in brand consideration, and an impressive +12% lift among parents.
This success has since led to CTV becoming an always-on component of Awaze’s video strategy, with expanded partnerships across Disney+, Channel 4, and TripAdvisor.
Solution
Awaze’s reliance on BVOD meant their campaigns were reaching large audiences but lacked clear measurement frameworks to assess on-site engagement and frequency control. The key challenge was proving that BVOD investment could drive not just awareness, but actual conversions. To solve this, the team leaned into CTV as a complementary channel, allowing for greater audience targeting, real-time tracking, and performance optimization.
To maximize video inventory and engagement, Awaze launched a YouTube for Action campaign during their winter sale, while simultaneously introducing CTV placements across the open web via DV360. The integration of Samba TV’s technology was a game-changer, allowing Awaze to track exposed vs. non-exposed users and even target users who had previously seen competitor TV ads. This data-first approach transformed their BVOD strategy into a more accountable, conversion-oriented investment.
The Results
The introduction of CTV into the video mix delivered a breakthrough in measurable performance.
For Hoseasons, the campaign generated 12% incremental user growth, with 9% of video-exposed users overlapping with always-on activity while effectively tracking converting audiences. For Cottages.com, a 12% increase in incremental users was recorded, with a 12% overlap in users exposed across both CTV and BAU channels.
Beyond engagement metrics, the Samba TV brand study revealed a +6% lift in brand consideration for exposed users and a +12% increase among parents, proving that CTV was not just a complementary channel but a performance driver.
What began as a trial has now transformed into an always-on CTV strategy, with Awaze expanding into premium CTV environments, including Disney+, Channel 4, and TripAdvisor. By successfully merging BVOD with performance measurement, Awaze has set a new industry standard for how premium video can deliver both brand impact and tangible conversions.
