{"id":30954,"date":"2025-07-09T10:35:31","date_gmt":"2025-07-09T17:35:31","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=30954"},"modified":"2025-07-15T11:13:59","modified_gmt":"2025-07-15T18:13:59","slug":"scaling-ad-impact-with-precision","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/scaling-ad-impact-with-precision\/","title":{"rendered":"Scaling Ad Impact with Precision"},"content":{"rendered":"\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Wayfair isn\u2019t just selling furniture, it\u2019s building a brand that speaks to audiences across life stages, interests, and platforms. Leading that effort is Kara O\u2019Brien, Head of Brand Marketing and Analytics, whose team is redefining what data-driven marketing can achieve at scale.\u00a0<\/p>\n\n\n\n<p>By expanding beyond high-performing lifestyle cable networks into streaming, broadcast, and live sports, they drove a <strong>16% sequential increase in visit lift<\/strong> and a <strong>2\u20133x surge in traffic<\/strong> 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.<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-5f6d64d0a9ed4648d51a8325fd283004\" style=\"color:#4ac500;font-size:24px\"><strong>Creating Memorable, Measurable Ad Impact Together<\/strong><\/p>\n\n\n\n<p>Wayfair is placing a growing emphasis on video, particularly connected TV (CTV), to reach audiences in meaningful ways. Wayfair\u2019s 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\u2019s team to act on insights and optimize campaigns as they scale.<\/p>\n\n\n\n<p>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\u2019s exposure-level data into their multi-touch attribution (MTA) models, Kara and her team are able to <strong>connect impressions to performance, maintain a data-driven mindset, and optimize investment decisions across every channel<\/strong>.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/07\/08093504\/iSpot-Email-Quote-Template-600-%C3%97-250-px-2-1024x427.png\" alt=\"\" class=\"wp-image-30955\" style=\"width:840px;height:auto\"\/><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As Wayfair expands its media footprint, ad recall has become one of the most important metrics for Kara and her team. They\u2019re focused on ensuring that their creative is not only seen, but remembered\u2014and strongly linked to the Wayfair brand.\u00a0<\/p>\n\n\n\n<p>This emphasis on quality engagement is central to how they evaluate performance across platforms, especially in today\u2019s 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.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Measurement Mavens | Scaling Ad Impact with Precision\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/UNTjevYw9Bw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Want to see how Wayfair used iSpot to identify\u00a0 higher-visibility placements that broadened their reach and increased conversions?<\/strong><\/p>\n\n\n\n<p>Watch Kara O\u2019Brien\u2019s full presentation at TV Disrupt now:<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" style=\"background-color:#4ac500\">Watch Now<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Wayfair isn\u2019t just selling furniture, it\u2019s building a brand that speaks to audiences across life stages, interests, and platforms. Leading that effort is Kara O\u2019Brien, Head of Brand Marketing and Analytics, whose team is redefining what data-driven marketing can achieve at scale.\u00a0 By expanding beyond high-performing lifestyle cable networks into streaming, broadcast, and live sports,&#8230; Read More<\/p>\n","protected":false},"author":53,"featured_media":30957,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/30954"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/53"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=30954"}],"version-history":[{"count":10,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/30954\/revisions"}],"predecessor-version":[{"id":31130,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/30954\/revisions\/31130"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/30957"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=30954"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=30954"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=30954"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=30954"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}