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Imagine a Marketing Plan With Guaranteed Outcomes

Plus, is the adult beverage market all tapped out?

June 27, 2025

Welcome to The TV Room. Your weekly digest of television, streaming, and digital media insights that matter.

This week we're covering:

  • 📺 Introducing Guaranteed Outcomes

  • 📉 DEI Drops Out at Cannes

  • 🎥 Creative Spotlight: Turtle Wax: “You Are How You Car”

  • 🍻 Beer Barons Meet to Discuss Drinks

The Marketing Plan With Guaranteed Outcomes

At tvScientific, we’re constantly working to make TV measurable and accountable.

Our new Guaranteed Outcomes offer flips the script on how performance marketers think about television. Instead of paying for impressions and hoping for results, advertisers now pay only when results happen.

Here’s how it works:

  1. Pick your outcome: installs, purchases, clicks, site visits, or another KPI that matters to your business.

  2. Set your price: $5 per install? $20 per purchase? You decide what success looks like and what it’s worth.

  3. Launch your campaign: tvScientific’s patented AI handles the rest, optimizing bidding, targeting, creative, and inventory to hit your goal.

That’s it. No guesswork. No vague metrics. Just performance, priced and delivered.

This is a model built for marketers who live and die by ROAS. And it’s backed by the same tech that powers tvScientific’s broader CTV platform: deterministic 1:1 attribution, real-time reporting, and household-level targeting. The platform connects ad exposure directly to business outcomes, with video completion rates around 95% and access to the 91.6% of streamers who use ad-supported tiers.

With over 80% of consumers subscribed to multiple streaming services and nearly three-quarters watching on connected TVs, the audience is already there. Guaranteed Outcomes just makes it easier and safer to reach them.

Used to paying for clicks or conversions on search and social? This is TV that finally plays by the same rules. You set the goal. You set the price. We deliver results. Let’s get started.

Read More:

TV Industry Updates

  • CBS brings weather to life: CBS Stations launched a new AR/VR studio at CBS Texas, its eighth market with this immersive technology.

  • Tourism board targets wealthy viewers: Visit Savannah collaborated with TripleLift on CTV campaigns targeting high-income travelers.

  • Thunder-Pacers Game 7 captivates: The NBA Finals decisive game averaged 16.3 million viewers on ABC and ESPN+, the largest audience since 2019.

  • DEI falls silent at Cannes: Diversity discussions vanished from this year's Cannes Lions festival spotlight as marketers continue to stay cautious.

  • Amazon-Roku solve fragmentation: The partnership addressed CTV fragmentation with a new ad tech integration that accesses 80 million households.

  • Nielsen tracks streaming dollars: Nielsen expanded its Ad Intel product with CTV coverage, starting in Germany before rolling out to other markets.

Creative Spotlight: Turtle Wax: “You Are How You Car”

Turtle Wax turned car pride into a surreal reality with their "You Are How You Car" campaign, featuring vehicles with gigantic human heads cruising through city streets.

The Details:

  • Gaussian Splat 3D mapping seamlessly composited human faces onto gleaming car bodies, creating an uncanny effect of eyes blinking from polished metal hoods.

  • Full-scale foam models brought the concept to life on set while Running Toward Giants crafted this wild departure from car care clichés.

  • The brand invited US fans to submit their own car-face artwork, with ten winners receiving custom bobbleheads featuring their faces.

What We Loved: The campaign's bold decision to make cars stare back at viewers created an unforgettable visual metaphor that was part meme, part manifesto, proving automotive advertising doesn't have to be predictable.

Marketing Mix

  • Cereal Killer: Cinnamon Toast Crunch targeted Gen Z with a campaign that gives its cannibalistic cereal squares a moody, deadly spin.

  • EA's New Ad Boss: Electronic Arts hired former Snap exec Alex Dao to build out its ad business, tasked with creating brand partnerships for the gaming giant.

  • Agency Mega-Merger: Omnicom’s planned acquisition of IPG cleared a key regulatory hurdle after agreeing to an FTC order that bars certain boycotts.

  • Unilever Gets Squatchy: Unilever acquired men’s grooming brand Dr. Squatch, a viral campaign driver with over $400 million in annual sales.

  • Beer Blues: With sales slowing and Gen Z showing little interest, beer distributors have summoned top brewer CMOs for a summit to address industry woes.

  • Creative Brains: A recent poll found nearly half of creatives in advertising and media identify as neurodivergent.