Free Fly, a fast-growing apparel brand known for its comfortable outdoor-focused clothing, set out to evaluate whether Universal Ads could deliver meaningful lower-funnel performance and drive new customer orders while evaluating them against their current media mix.

What they set out to learn:

• Can Universal Ads drive measurable incremental order lift?
• Can it improve efficiency vs current CTV partners?
• Can it deliver more new customers at scale?
  

“As a growing brand, we’re always exploring new partners. We know TV is an important investment in growing our business and we wanted to test Universal Ads. The test proved Universal Ads to be extremely efficient - driving a 50% lower cost per incremental order than competitors.” - Melanie Meadows, Growth Marketing Manager, Free Fly Apparel

How the test worked:

Free Fly partnered with Universal Ads and Measured to launch a six-week performance-driven CTV campaign, leveraging Measured’s geo-based experimental design measuring:  

• Total eCommerce Orders
• New eCommerce Orders

Universal Ads was benchmarked directly against the brand's existing TV partner.

The Results: Universal Ads drove meaningful lower-funnel lift

Stronger Incremental Order Lift:

• 10.9% incremental order lift - over 5x stronger lift than previous CTV campaigns
• 9.9% new customer incremental order lift  - nearly 10x stronger new customer growth than previous CTV campaigns

Higher Incremental iROAS:

• $1.49 incremental iROAS - 2x greater than previous CTV campaigns
• 52% of incremental revenue came from new customers

Incremental impact was validated through a geo-based holdout test conducted by Measured, Universal Ads’ third-party measurement partner. This test isolated the true lift driven by Universal Ads and proved true incremental performance.