Neuro Gum & Mints, a functional gum and mints brand focused on improving focus, energy, and

calm, set out to understand how Universal Ads - and CTV more broadly - drives true incremental

sales beyond last-click attribution.

Specifically, the team wanted to know: when people see a Universal Ads TV ad, does it

influence sales beyond clicking through to Neuro Gum & Mints website? Does it also drive

people to buy on other platforms like TikTok Shop and Amazon.

To get a clear answer, Neuro Gum & Mints partnered with Universal Ads and WorkMagic to

measure the full impact of CTV –including the “halo effect.”

What is the halo effect?

The halo effect is what happens when a TV ad influences customer behavior outside of the

obvious path. A TV viewer might see a Neuro Gum & Mints ad on TV, then later search for the

brand, buy on TikTok Shop, or make a purchase days later without ever clicking an ad.

“WorkMagic showed us that CTV was doing far more than driving DTC clicks. Seeing the halo effect across platforms is what made Universal Ads a successful addition to our media mix.” – Brooke Cullison,VP of Media & Acquisition, Neuro Gum & Mints

How the test worked:

Neuro Gum & Mints launched a4-week geo-based lift test with Universal Ads and WorkMagic

to isolate the causal impact ofUniversal Ads across its entire ecommerce footprint.

The Results: Universal Ads emerged as a highly efficient andp owerful omnichannel growth

driver in Neuro Gum & Mint’s marketing mix:

• 7.5% lift in total new customer sales and $1.58 incremental ROAS on new customers

• $2.61× incremental ROAS across all sales platforms (DTC, TikTok Shop and Amazon)

• ~63% of incremental sales came from halo channels (TikTok Shop and Amazon)

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