OTT & CTV Direction and Deployment

The Challenge
A niche green‑industry client needed to drive high‑quality leads from decision-makers in landscaping, horticulture, and environmental services—audiences who seldom engage with traditional digital advertising.

My Role & Approach
As Creative Director, I led the full lifecycle of the campaign—from strategy to deployment—with a modest $28,000 budget. I collaborated with a small cross-functional team and external production partners to:

• Define precise audience segments by job function and geography using OTT/CTV platforms

• Craft a 15‑second and 30‑second spot, blending documentary-style storytelling with product benefits

• Ensure brand consistency by applying our visual identity, tone, and key messaging

• Optimize targeting and frequency based on mid‑campaign performance insights

Outcome & Impact

• Achieved a 9.5× ROI: Every dollar spent generated $9.50 in tracked B2B contract value

• Delivered campaign exposure across 4 million+ impressions within targeted local markets

• Captured high-quality leads (qualified RFPs) with a 20% conversion rate from first contact to proposal

• Empowered client’s marketing team with new retargeting segments and creative best practices for future OTT campaigns

Key Learnings & Takeaways

• Storytelling works: Even in niche B2B categories, narrative emotion boosts trust and recall

• Tight targeting matters: Precise audience segmentation and budget allocation drove efficiency

• Lean teams can win: By clearly defining roles and optimizing workflows, a small team beat benchmarks

• Measurable creative: All creative decisions were tied back to ROI and lead quality