In a bold move to reposition connected TV (CTV) as a performance-driven channel, tvScientific has launched Guaranteed Outcomes—a new offering that lets advertisers name their cost-per-outcome (CPO) and only pay when those results are delivered.
Tested with brands like LG, Crocs, Staples, Weight Watchers, and Brightside Health, the program is now rolling out broadly, promising something no one else in CTV has: performance marketing at scale, with zero upfront risk.
Why It Matters: From Spray-and-Pray to Predict-and-Perform
Traditionally, TV has struggled to prove performance. Even CTV—despite its promise of targeting and data—has largely operated on a cost-per-thousand (CPM) basis, rewarding impressions rather than results. tvScientific wants to change that equation.
“CTV should be as accountable as search or social,” said Jason Fairchild, CEO and co-founder of tvScientific. “Guaranteed Outcomes is how we get there—minus the black box.”
In other words, it’s time for CTV to ditch vague attribution and enter the ROI era.
How It Works: AI, Automation, and Accountability
At its core, the new program flips the traditional model. Advertisers set their performance KPIs, like a target CPO, and tvScientific’s AI does the rest—automating campaign delivery, optimizing in real-time, and providing full transparency across metrics such as site visits, conversion paths, and attribution touchpoints.
Key features include:
- Advertiser-declared goals: You set the price you’re willing to pay for an outcome (like a purchase or sign-up).
- AI-optimized delivery: The platform’s machine learning system—built over four years—adjusts campaigns in real time to hit or beat that goal.
- Transparent reporting: Brands get full visibility into what’s working, and where their dollars are going.
The company claims its campaigns deliver 30% better CPOs on average than advertiser benchmarks.
Real Results, Real Praise
Marketers testing the platform have taken notice. Chris Pastorius of Brightside Health said CTV “started as an experiment” but became one of their top three acquisition channels thanks to tvScientific.
Likewise, Jennifer Lonchar of AmbioEdu emphasized transparency as a game-changer: “After testing virtually every major CTV platform in the market, tvScientific stands in a league of its own.”
The Bigger Picture: CTV’s Performance Moment Has Arrived
With more than 100 million U.S. households reachable through connected TV, performance advertisers have long eyed the channel as a potential goldmine—but with tools that lag behind search and social. Now, tvScientific is bringing AI-powered, outcome-based marketing to the largest screen in the house.
While companies like The Trade Desk and Amazon are investing heavily in CTV infrastructure, tvScientific is betting that automation + accountability = the winning formula for marketers who demand results.
And in a digital ecosystem increasingly focused on efficiency and proof of value, buying TV based on guaranteed outcomes—not just eyeballs—could become the new normal.
