Wayfair Wins on CTV With +19% Ad Breakthrough

When it comes to TV advertising, pure reach is only part of a successful strategy — even if millions of people saw an ad, how much does it matter if those viewers don’t actually remember what brand it was for and/or what product it promoted? 

Each month, market research firm MarketCast takes a look at the CTV and linear TV ads that resonated most with audiences. The rankings are based on ad breakthrough (if audiences correctly recalled the ad and attributed it to the right brand), and give a view into which advertisers are successfully getting viewers to retain messaging. 

In April, and amid economic uncertainty, advertisers resonated with consumers by highlighting cost savings, stable pricing and (for TurboTax) the potential boost from tax refunds in their creative messaging. A few more insights from April’s CTV ranking:

• Wayfair was the winner, with its spot “It’s Way Day” scoring 19% above the norm. Value was a key theme of this ad, which promoted its biggest annual sale where customers could get 80%, free shipping and other limited time deals. 
• In second place was Panera Bread’s “Meal This,” with an ad breakthrough 18% higher than the norm. The straightforward, food-focused messaging with enticing visuals helped secure brand clarity and engage viewers. 
• TurboTax secured positions on both the linear and CTV top 10 lists with a spot promoting its Free Edition software, highlighting how tax season messaging was top of mind for audiences.