DTC Podcast Bonus: CTV for DTC: How Cantrip Drives Measurable Growth with Vibe.co’s Audience‑First Strategy
11 snips
Oct 22, 2025 Arthur Querou, CEO of Vibe.co, leads a cutting-edge CTV ad platform, while Adam Terry, founder of Cantrip Seltzer, crafts a unique THC beverage brand. They explore how Cantrip leverages Vibe.co to transform streaming TV into an effective acquisition channel. Discussion highlights include the importance of hyper-targeting for performance marketing and the nuances of advertising in regulated industries. They share insights on the challenges and successes of measuring ROAS and preview the future of AI-generated ads in personalized marketing.
AI Snips
Chapters
Transcript
Episode notes
CTV As A Performance Channel
- Vibe turns streaming TV into a performance acquisition channel, not just branding.
- The platform treats CTV like Meta for TV, prioritizing measurable ROAS for performance marketers.
Cantrip's Shift To Hemp And TV
- Cantrip began selling direct after switching to hemp in 2022 and quickly tested CTV earlier this year.
- Adam says TV ads made his brand feel much bigger and let him explicitly advertise THC content that Meta forbids.
Start With Retargeting And Track ROAS
- Use Vibe's dashboard to track ROAS by campaign type and creative to understand where conversions come from.
- Start with retargeting and use its ROAS metrics to guide scaling decisions.