Subscribe to DTC Newsletter - https://dtcnews.link/signup
In this episode, Arthur Querou, founder of Vibe.co, and Adam Terry, CEO and co-founder of Cantrip Seltzer, unpack how Cantrip (a hemp/THC beverage brand) uses Vibe.co to turn streaming TV into a performance acquisition channel — not just branding. They dig into targeting, creative strategy, measurement, and scaling in a regulated vertical.
What you’ll hear:
- Why CTV is more than just prestige — how hyper‑targeted performance TV delivers ROAS
- How Vibe.co’s identity-first model differs from inventory-first CTV platforms
- Creative strategies that work (and decay) in this new channel
- Lessons in scaling — starting with retargeting, measuring incrementality, managing creative fatigue
- The future: AI + hyper-personalization in TV ads
Key moments to listen for:
- Adam’s early success in 3–4× ROAS within weeks of testing CTV
- Arthur’s view that “Vibe buys identity first” as a core differentiator
- Their predictions on AI-generated individualized ads
- If you're a performance marketer or DTC founder curious about how streaming TV can actually move the needle — especially in restricted verticals — this is a must-listen.
Learn more about Vibe.co here:
http://vibe.co/
Timestamps
00:00 - How Vibe Differs from Other CTV Platforms
02:00 - Why Cannabis Brands Thrive on Vibe
04:00 - Measuring ROAS and Performance on Vibe
07:00 - Hyper Targeting and Buyer Profiles Explained
10:00 - How Cantrip Uses Data for Smart Targeting
12:00 - Scaling CTV Campaigns vs. Meta Ads
15:00 - Why TV Ads Build Trust and Prestige
17:00 - Buying Identity vs. Inventory in CTV
20:00 - Cantrip’s Path to Profitable CTV Ads
23:00 - Using AI Tools to Create Effective CTV Ads
25:00 - What Type of Creatives Work Best on CTV
27:00 - The Future of AI-Generated Ads on TV
29:00 - How Vibe Uses Household-Level Data for Targeting
32:00 - Hyper-Personalized Ads and The Future of Targeting
33:00 - Vibe’s Growth Story and CTV Momentum
35:00 - Incrementality, MMM, and Measuring CTV Success
36:00 - Cantrip’s Q4 Plans and the Rise of AI Creators
37:00 - How to Get Started with Vibe.co
Hashtags
#CTV #StreamingAds #PerformanceMarketing #DTC #AdTech #VibeCo #Cantrip #ConnectedTV #AIAds #MediaBuying #Programmatic #DigitalAdvertising #MarketingStrategy #BrandGrowth #AdPerformance
Subscribe to DTC Newsletter - https://dtcnews.link/signup
Advertise on DTC - https://dtcnews.link/advertise
Work with Pilothouse - https://dtcnews.link/pilothouse
Follow us on Instagram & Twitter - @dtcnewsletter
Watch this interview on YouTube - https://dtcnews.link/video
.svg)
.svg)
.svg)
.png)
.svg){kind=icon}
.svg)
.svg)
