How Midwest Photo Drove 41% Higher Engagement with CTV Retargeting on Paramount Ads Manager

“Paramount Ads Manager has been an effective and efficient way for us to stay in front of high-intent audiences. The platform’s retargeting capabilities and clear reporting made it easy to understand performance and confidently extend reach without wasted spend.” - Ken Lewis, Vice President, Midwest Photo

The Goal: Stay Top of Mind Earlier in the Buyer Journey

Midwest Photo – the largest photo, video, audio, and printing specialty store in Central Ohio – wanted to put CTV advertising to the test.

Their marketing mix already included paid search and shopping, paid social, email, and local and regional brand efforts. While these channels did a solid job of capturing existing demand, the team was looking for a way to build demand more consistently and stay top-of-mind with the right audience earlier in the buying journey.

They’d experimented with CTV before, but this time they wanted to make their CTV budget work harder by understanding what would drive more efficient site traffic.

The Solution: Test CTV Retargeting to Reconnect with Interested Viewers

Using Paramount Ads Manager, Midwest Photo ran a controlled CTV A/B test to measure the impact of retargeting.

The test consisted of two campaigns:

• One standard campaign without retargeting
• One campaign using Paramount Ads Manager’s retargeting feature, which allows advertisers to re-engage viewers who had previously visited their website or watched their ads across Paramount streaming platforms

By running both campaigns during the same flight and measuring against the same KPIs, Midwest Photo was able to directly compare efficiency and engagement – and understand the incremental impact of adding retargeting to their CTV strategy.

“Paramount Ads Manager made that approach easy for us, both from a budget and execution standpoint. It gave us confidence that we could test CTV thoughtfully, understand performance, and layer it into our existing strategy without overcomplicating things or introducing wasted spend.”

The Results:

The A/B test showed that retargeting made a meaningful difference.

Compared to the standard CTV campaign, the retargeting campaign delivered stronger engagement rates and improved efficiency, proving that reconnecting with previously interested audiences can help CTV work harder against performance goals.

Specifically, the retargeting campaign:

• Drove a ~41% higher site visit rate, delivering 1.4X the visit rate of the standard campaign
• Improved efficiency by ~29%, with a significantly lower cost per site visit

Together, the results demonstrated that adding retargeting to Midwest Photo’s CTV strategy helped turn awareness into action more effectively – without increasing overall media investment.

Watch The Ad:

Results reflected in this case study were measured immediately following the conclusion of the campaign. Campaigns using pixel‑based attribution include a 28‑day lookback window, and results may update slightly as additional conversions are attributed.