Bonus: CTV for DTC: How Cantrip Drives Measurable Growth with Vibe.co’s Audience‑First Strategy

Subscribe to DTC Newsletter - https://dtcnews.link/signupIn this episode, Arthur Querou, founder of Vibe.co, and Adam Terry, CEO and co-founder of Cantrip Seltzer, unpack how Cantrip (a hemp/THC beverage brand) uses Vibe.co to turn streaming TV into a performance acquisition channel — not just branding. They dig into targeting, creative strategy, measurement, and scaling in a regulated vertical.What you’ll hear:Why CTV is more than just prestige — how hyper‑targeted performance TV delivers ROASHow Vibe.co’s identity-first model differs from inventory-first CTV platformsCreative strategies that work (and decay) in this new channelLessons in scaling — starting with retargeting, measuring incrementality, managing creative fatigueThe future: AI + hyper-personalization in TV adsKey moments to listen for:Adam’s early success in 3–4× ROAS within weeks of testing CTVArthur’s view that “Vibe buys identity first” as a core differentiatorTheir predictions on AI-generated individualized adsIf you're a performance marketer or DTC founder curious about how streaming TV can actually move the needle — especially in restricted verticals — this is a must-listen.Learn more about Vibe.co here: http://vibe.co/Timestamps00:00 - How Vibe Differs from Other CTV Platforms02:00 - Why Cannabis Brands Thrive on Vibe04:00 - Measuring ROAS and Performance on Vibe07:00 - Hyper Targeting and Buyer Profiles Explained10:00 - How Cantrip Uses Data for Smart Targeting12:00 - Scaling CTV Campaigns vs. Meta Ads15:00 - Why TV Ads Build Trust and Prestige17:00 - Buying Identity vs. Inventory in CTV20:00 - Cantrip’s Path to Profitable CTV Ads23:00 - Using AI Tools to Create Effective CTV Ads25:00 - What Type of Creatives Work Best on CTV27:00 - The Future of AI-Generated Ads on TV29:00 - How Vibe Uses Household-Level Data for Targeting32:00 - Hyper-Personalized Ads and The Future of Targeting33:00 - Vibe’s Growth Story and CTV Momentum35:00 - Incrementality, MMM, and Measuring CTV Success36:00 - Cantrip’s Q4 Plans and the Rise of AI Creators37:00 - How to Get Started with Vibe.coHashtags#CTV #StreamingAds #PerformanceMarketing #DTC #AdTech #VibeCo #Cantrip #ConnectedTV #AIAds #MediaBuying #Programmatic #DigitalAdvertising #MarketingStrategy #BrandGrowth #AdPerformance Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video