ThirdLove Proves TV Investment Delivers Value

LiveRamp TV’s Data Plus Math reports a 60% incremental lift on search conversion behavior based solely on the impact of TV campaign.

  • 60%

    Incremental lift on search conversion behavior

  • 71.3%

    Site visit rates via search

  • 44.2%

    Website visit rates

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ThirdLove, a high-growth, direct-to-consumer underwear brand, wanted to diversify its customer acquisition strategy and build awareness by amplifying their message across television. To justify investment in the channel, they needed to quantify TV’s incremental value on their business beyond the digital and social foundation they had established already. They needed to connect the business outcomes of the TV campaign to the business metrics they cared about, starting with site visits and tracking through to purchase. ThirdLove also knew that connecting TV ad viewers with their actions across channels would be impossible without a strong measurement tool.


ThirdLove engaged with Data Plus Math to measure whether their TV investment during the 2019 holiday campaign was truly driving incremental site traffic and sales. Data Plus Math’s robust TV viewing dataset, cross-screen linkage capabilities, and sophisticated reporting dashboard were exactly what ThirdLove needed. Using the tool, the team gained insight into the value of investing in TV and learned that they were meeting their ROAS goals.


By linking together exposure from ThirdLove’s media strategy with the actions of their ad viewers, Data Plus Math unlocked quantifiable metrics that went far beyond traditional TV ratings to include:

  • Network Performance

  • Creative Performance

  • Daypart Performance

  • Incremental Performance

  • Impact of TV on Search and Social

Beyond top-level metrics, Data Plus Math helped ThirdLove justify the value that TV media spend had on each goal. One of the more exciting learnings for the ThirdLove team was discovering the impact of their TV investment on website traffic, particularly over search and social channels. Over 20% of the conversions that were previously attributed only to search were actually a result of exposure to TV first.

What’s more, ThirdLove also saw increased online engagement with site visitors completing the Fit Finder quiz, its step-by-step assessment to help online shoppers determine the correct bra size. This uptick in quiz takers signifies an increase in brand engagement. With Data Plus Math, ThirdLove derived statistics that provided an intuitive finding on the viewing and browsing behavior of its target audience.

These findings help quantify the value of TV on these other channels, providing valuable information for future planning. For the first time, the brand was able to understand exactly how their TV ads were delivering significant, incremental business outcomes.

ThirdLove also learned more about their audience behavior, including which networks and creatives were driving the most impact with their target audience and which creative units were driving particular responses. The direct-to-consumer brand learned their target audience was over 40% more likely to visit their online store after viewing a TV ad. ThirdLove’s marketing strategy of combining digital media with TV was a winning mix that drove optimal business outcomes for the brand. The success of the campaign, based on the metrics Data Plus Math delivered, is a valuable component in their 2020 media planning and beyond.

Data Plus Math gives us the ability to quantify the impact of our TV investment on search and social, which truly sculpted and solidified the inclusion of TV in our 2020 marketing mix. With this data, we were able to make the case for increased investment in TV in our 2020 media plans. We really started to understand the value of premium TV networks and placements because we saw them drive impact.
Megan Seman, Senior Growth Marketing Manager
ThirdLove Thirdlove logo

Next steps

With quantifiable results in hand, ThirdLove plans to continue investing in, measuring, and optimising their TV media ad spend. They continue to test new creatives and media placements while continuing to unlock insights into how those marketing decisions positively impact their business growth.


Are you an advertiser or agency ready to take your TV ROAS to the next level?

LiveRamp TV’s Data Plus Math can help you architect a measurement solution based on your goals that couples our sophisticated data linkage capabilities and robust network of partners. Connect with the Data Plus Math team today to learn more.

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