How BevMo! turned CTV into a true performance channel

BevMo!, the American alcoholic beverage retailer and a wholly owned subsidiary of Gopuff, faced a familiar challenge: finding its next stage of growth. CTV was a natural channel to explore, with watch time exploding and more and more advertisers seeing the performance potential with leaned-in, high-value users. 

Running head-to-head CTV test

CTV was new territory for BevMo!, but performance discipline wasn't. Rather than take any platform's claims at face value, the team ran Moloco head-to-head against a different CTV platform, with both measured on D7 purchases and D7 ROAS. 

Years of mobile performance advertising has trained Moloco's AI system to drive measurable outcomes, and Moloco Ads for Performance CTV applies that same intelligence to a new screen: identifying which households are in market for a product and bidding at the household level based on predicted conversion value, not audience assumptions.

Moloco Ads for Performance CTV allowed for precise geographic targeting and deliberate creative

Because alcohol is regulated state by state, targeting precision is critical. Moloco ran the campaign with state-level geo-targeting focused on California, keeping delivery inside a key market for BevMo!

The creative approach was equally deliberate. The team ran a single 30-second spot, choosing the longer format for the storytelling room it provides over a 15-second cut. One creative, one geography, one clear measurement standard.

Results that settled the question

In a controlled head-to-head test measured on identical terms – D7 purchases and D7 ROAS – BevMo reported that Moloco Ads for Performance CTV delivered more than 7x higher ROAS than the other partner. .

Critically, BevMo found that 70% of their Moloco-driven conversions also arrived within 24 hours of the CTV impression, evidence that CTV ads can help drive immediate action, not just awareness.

"For our first foray into performance CTV, the test did exactly what we designed it to do: separate reach from results. The speed of conversion mattered to us as much as the scale. When most of our purchases come within a day of the impression, CTV stops looking like a brand channel with fuzzy attribution and starts looking like what we needed it to be: a performance channel that converts."
—Mike Brown, Marketing Director, BevMo!

“We’re constantly looking for ways to incorporate more upper-funnel media tactics into our campaigns while maintaining high ROAS. Moloco provided the perfect blend, letting us achieve reach across highly visible and non-skippable CTV environments while hitting and exceeding revenue goals.”
- Adrienne Rice, Sr. Account Director, M+C Saatchi Performance