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Jones Road Beauty – Bobbi Brown’s clean-beauty brand redefining what modern makeup looks like – partnered with Universal Ads to answer a critical question:
Can Universal Ads deliver incremental sales and drive new customer acquisition beyond their existing digital media mix?
As a fast-growing direct-to-consumer brand, Jones Road Beauty built a strong digital machine. But performance channels can start to circulate the same shoppers and Jones Road Beauty was on the hunt for a new way to efficiently reach new faces at scale. Universal Ads answered the call and provided the opportunity to unlock their next stage of growth.
How the test worked:
To validate the impact on new customer sales, Universal Ads and Haus launched a four‑week geo‑holdout test.
Results: Universal Ads drove incremental sales – and overwhelmingly from new customers.
That 90% figure is the headline. Universal Ads reached households that hadn’t purchased before and concerted them, tapping into an entirely new pool of buyers efficiently.
“CTV is often treated as an awareness channel and measured like one — which means its real value gets underestimated. By pairing Haus' geo holdout methodology with a tightly controlled test design — audience targeting focused on high-intent prospects and exclusions to isolate new buyers—we measured what actually mattered: true incrementality among first-time purchasers. The results spoke for themselves: a 5.96% lift in new customer orders, well below the CPIA target, with more than 90% of incremental revenue coming from new customers. Jones Road Beauty is moving forward with the confidence to treat CTV as a growth engine for new customer acquisition, not just a brand awareness play.” Noah Grammit, Measurement Strategy Lead, Haus
Jones Road Beauty didn’t just validate CTV – they proved Universal Ads is a scalable and powerful growth engine for new-customer sales – driving measurable incremental sales from shoppers who weren’t already in their funnel. Jones Road Beauty now has the confidence to make Universal Ads a core part of its growth engine.
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