"In line with our analytics-driven marketing approach, we recognized the potential of OTT platforms, traditionally viewed as reach media, to function as performance channels. By testing various OTT partners, we aimed to identify the platform that would most significantly impact our clients' bottom line. The results were striking: tvSci, an outcome-based performance platform, delivered a remarkable 6.2x higher ROAS for a major Las Vegas resort compared to our previous preferred ad tech partner. While initially tested within the travel industry, we're extending our testing into other lead-dependent sectors, ensuring that OTT brand media remains accountable for driving tangible results."