DTC Podcast

DTC Podcast | Bonus: CTV for DTC: How Cantrip Drives Measurable Growth with Vibe.co’s Audience‑First Strategy

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In this episode, Arthur Querou, founder of Vibe.co, and Adam Terry, CEO and co-founder of Cantrip Seltzer, unpack how Cantrip (a hemp/THC beverage brand) uses Vibe.co to turn streaming TV into a performance acquisition channel — not just branding. They dig into targeting, creative strategy, measurement, and scaling in a regulated vertical.

What you’ll hear:

  • Why CTV is more than just prestige — how hyper‑targeted performance TV delivers ROAS
  • How Vibe.co’s identity-first model differs from inventory-first CTV platforms
  • Creative strategies that work (and decay) in this new channel
  • Lessons in scaling — starting with retargeting, measuring incrementality, managing creative fatigue
  • The future: AI + hyper-personalization in TV ads

    • Key moments to listen for:

    • Adam’s early success in 3–4× ROAS within weeks of testing CTV
    • Arthur’s view that “Vibe buys identity first” as a core differentiator
    • Their predictions on AI-generated individualized ads
    • If you’re a performance marketer or DTC founder curious about how streaming TV can actually move the needle — especially in restricted verticals — this is a must-listen.

      • Learn more about Vibe.co here:

      http://vibe.co/

      Timestamps

      00:00 – How Vibe Differs from Other CTV Platforms

      02:00 – Why Cannabis Brands Thrive on Vibe

      04:00 – Measuring ROAS and Performance on Vibe

      07:00 – Hyper Targeting and Buyer Profiles Explained

      10:00 – How Cantrip Uses Data for Smart Targeting

      12:00 – Scaling CTV Campaigns vs. Meta Ads

      15:00 – Why TV Ads Build Trust and Prestige

      17:00 – Buying Identity vs. Inventory in CTV

      20:00 – Cantrip’s Path to Profitable CTV Ads

      23:00 – Using AI Tools to Create Effective CTV Ads

      25:00 – What Type of Creatives Work Best on CTV

      27:00 – The Future of AI-Generated Ads on TV

      29:00 – How Vibe Uses Household-Level Data for Targeting

      32:00 – Hyper-Personalized Ads and The Future of Targeting

      33:00 – Vibe’s Growth Story and CTV Momentum

      35:00 – Incrementality, MMM, and Measuring CTV Success

      36:00 – Cantrip’s Q4 Plans and the Rise of AI Creators

      37:00 – How to Get Started with Vibe.co

      Hashtags

      #CTV #StreamingAds #PerformanceMarketing #DTC #AdTech #VibeCo #Cantrip #ConnectedTV #AIAds #MediaBuying #Programmatic #DigitalAdvertising #MarketingStrategy #BrandGrowth #AdPerformance

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