Bonus: CTV for DTC: How Cantrip Drives Measurable Growth with Vibe.co’s Audience‑First Strategy
DTC Podcast · with Arthur Querou and Adam Terry · October 22, 2025 · 39 min
Summary
This episode dives into how DTC brands, even in regulated industries like cannabis, can leverage Connected TV (CTV) as a high-performing acquisition channel. Cantrip Seltzer shares its success using Vibe.co, highlighting strategies for hyper-targeted audience-first campaigns, creative development, and robust ROAS measurement. It emphasizes moving beyond brand awareness to drive measurable growth with CTV.
Key takeaways
Implement an audience-first CTV strategy to achieve significant ROAS (3-4x seen by Cantrip) by focusing on identity rather than just inventory.
Develop creative strategies specifically for CTV, understanding that what works will decay, requiring continuous testing and iteration.
Start CTV campaigns with retargeting to maximize efficiency and measure incrementality before scaling to broader acquisition.
Utilize data for hyper-targeting and buyer profiling on CTV to reach niche audiences effectively, even in regulated industries.
Understand the differences in scaling CTV campaigns compared to social media ads like Meta, focusing on long-term engagement and trust-building alongside immediate performance.
Subscribe to DTC Newsletter - https://dtcnews.link/signupIn 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 ROASHow Vibe.co’s identity-first model differs from inventory-first CTV platformsCreative strategies that work (and decay) in this new channelLessons in scaling — starting with retargeting, measuring incrementality, managing creative fatigueThe future: AI + hyper-personalization in TV adsKey moments to listen for:Adam’s early success in 3–4× ROAS within weeks of testing CTVArthur’s view that “Vibe buys identity first” as a core differentiatorTheir predictions on AI-generated individualized adsIf 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/Timestamps00:00 - How Vibe Differs from Other CTV Platforms02:00 - Why Cannabis Brands Thrive on Vibe04:00 - Measuring ROAS and Performance on Vibe07:00 - Hyper Targeting and Buyer Profiles Explained10:00 - How Cantrip Uses Data for Smart Targeting12:00 - Scaling CTV Campaigns vs. Meta Ads15:00 - Why TV Ads Build Trust and Prestige17:00 - Buying Identity vs. Inventory in CTV</
What does this episode say about paid acquisition?
Implement an audience-first CTV strategy to achieve significant ROAS (3-4x seen by Cantrip) by focusing on identity rather than just inventory.
What does this episode say about dtc strategy?
Develop creative strategies specifically for CTV, understanding that what works will decay, requiring continuous testing and iteration.
What does this episode say about analytics & attribution?
Start CTV campaigns with retargeting to maximize efficiency and measure incrementality before scaling to broader acquisition.
What does this episode say about ai & automation?
Utilize data for hyper-targeting and buyer profiling on CTV to reach niche audiences effectively, even in regulated industries.
What does this episode say about paid acquisition?
Understand the differences in scaling CTV campaigns compared to social media ads like Meta, focusing on long-term engagement and trust-building alongside immediate performance.
