Wayfair isn’t just selling furniture, it’s building a brand that speaks to audiences across life stages, interests, and platforms. Leading that effort is Kara O’Brien, Head of Brand Marketing and Analytics, whose team is redefining what data-driven marketing can achieve at scale.
By expanding beyond high-performing lifestyle cable networks into streaming, broadcast, and live sports, they drove a 16% sequential increase in visit lift and a 2–3x surge in traffic during tentpole moments like the Oscars. From smart segmentation to cross-platform performance tracking, Wayfair is setting a new standard for personalized, high-impact marketing.
Creating Memorable, Measurable Ad Impact Together
Wayfair is placing a growing emphasis on video, particularly connected TV (CTV), to reach audiences in meaningful ways. Wayfair’s long-standing relationship with iSpot has played a critical role in its ability to evolve media strategy quickly and measure effectively. This collaborative partnership has sparked an environment of experimentation, early product testing, and real-time feedback, making it easier for Kara’s team to act on insights and optimize campaigns as they scale.
From traditional TV to CTV and emerging video formats, iSpot provides the measurement foundation Wayfair relies on to stay agile and outcome-focused. By feeding iSpot’s exposure-level data into their multi-touch attribution (MTA) models, Kara and her team are able to connect impressions to performance, maintain a data-driven mindset, and optimize investment decisions across every channel.
As Wayfair expands its media footprint, ad recall has become one of the most important metrics for Kara and her team. They’re focused on ensuring that their creative is not only seen, but remembered—and strongly linked to the Wayfair brand.
This emphasis on quality engagement is central to how they evaluate performance across platforms, especially in today’s crowded and competitive video landscape. By blending broader media reach with smarter measurement and brand storytelling, Wayfair has driven a +16% visit lift QoQ while staying laser-focused on ROI.
Want to see how Wayfair used iSpot to identify higher-visibility placements that broadened their reach and increased conversions?
Watch Kara O’Brien’s full presentation at TV Disrupt now: