Why DTC brands are winning on CTV

Streaming TV isn’t just for awareness anymore, it’s the next great performance channel.

On a recent episode of the DTC Podcast, Arthur (CEO of Vibe.co) and Adam (CEO of Cantrip), a fast-growing THC beverage brand, shared how Connected TV (CTV) is transforming direct-to-consumer marketing.

1. Vibe.co buys identity, not inventory

Most ad platforms buy impressions. Vibe buys audiences.

Unlike traditional CTV solutions that chase inventory first, Vibe starts with identity, leveraging proprietary transactional data to hyper-target the right buyer profiles. “It’s like the Meta Ads of streaming TV,” says Arthur. “We don’t use third-party data. We build our own.”

The result? Precision targeting that actually drives performance, not just visibility.

2. Flexibility for every brand, even THC

THC brands like Cantrip have long struggled with restrictions on Meta and Google. “On Meta, I can’t even say the word THC,” Adam explains. “On Vibe, I can run an ad that says exactly what I sell — no emojis, no workarounds.”

That flexibility gives regulated and emerging DTC brands a new growth engine, real storytelling, compliant reach, and measurable ROI across more than 500 streaming networks.

3. Performance meets scale

CTV used to be a “brand awareness” play. Not anymore.

Cantrip saw 300–400% ROAS within weeks of launching with Vibe — rivaling and sometimes outperforming Meta. Vibe.co’s unified performance dashboard lets brands see true ROI across retargeting, awareness, and mid-funnel campaigns — no third-party tools required.

And as Arthur highlights, “We now have the largest footprint in CTV — both in inventory and transactional data.”

4. CTV’s halo effect for DTC brands

Being seen “on TV” still builds trust and scale that social can’t match. “People text me saying, ‘I saw your ad on TV,’ and suddenly they think our brand is huge,” says Adam.

That halo of credibility — paired with hyper-targeted performance — is why DTC brands are rushing to CTV.