+36%
ROAS vs. control
+22%
Conversion rate vs. control
Precision targeting through addressable TV delivers 22% higher purchase conversion rate
Date
November 2, 2026
A global provider of digital tools and services relied on national linear TV to reach its most valuable customers: small business owners. However, the company couldn’t guarantee the media buy was reaching them or measure the additional return a more precise approach could deliver.
GainShare added addressable TV to create a testing lab within the existing linear plan. By targeting specific households and measuring performance through the same attribution framework as linear TV, GainShare could test the value of more precise audience targeting and use the findings to inform the broader TV plan.
As a result, small business owners converted at a 22% higher rate than a true control audience, with 36% higher ROAS and an 18% lower CPA, and the campaign proved addressable TV can work as a clean testing ground.
36%
Higher ROAS
22%
Higher purchase conversion rate
18%
Lower CPA
The challenge
Linear TV can lean toward the channels and time slots small business owners watch, but it can't guarantee specific households see the ad or how often. That lack of control also makes it difficult to run a clean test of more precise audience targeting.
Addressable TV offered the company that household-level control, but the results couldn’t be measured through the company’s existing attribution framework.
The company needed a way to isolate the value of reaching small business owners more precisely, with results measured consistently enough to inform its broader TV plan.
The approach
We introduced addressable TV as a precision layer on top of the base linear buy, delivering ads directly to small business owner households to reduce wasted impressions.
Our team also worked with a TV distribution partner to measure addressable TV through the same attribution framework as linear. For the first time, the client could compare results across both.
We designed a clean, side-by-side test of two groups: adults aged 25–54 who owned small businesses and adults of the same age who did not. Both groups received addressable TV ads at the same time and were measured in the same way, with no household overlap, so audience was the only variable being tested.
How the test worked
An independent measurement platform compared the two groups on new purchase conversion rate, ROAS, and CPA.
Results were evaluated within GPS, GainShare’s proprietary performance suite, using the same measurement framework as the base linear buy for a direct, apples-to-apples comparison.
Small business owners performed strongest relative to the control group in late fringe and weekend dayparts, giving the client further insight to inform its always-on linear TV plan.
The results
Small business owners outperformed the non-business owner control group across all three measures: a 22% higher new purchase conversion rate, 36% higher ROAS and an 18% lower CPA.
The test demonstrated the value of targeting small business owners more precisely. It also gave the client a capability it hadn’t previously had: a repeatable way to test audiences and creative through addressable TV and use the findings to inform its broader linear TV plan.
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