How AFI’s CTV Campaign Drove 1.6M+ Impressions and 99% Video Completion Rate Among Military Families

What the Data Tells Us

Mobile Takes the Lead

Mobile devices outpaced other platforms in both impressions and conversions. This mobile-first behavior indicates that viewers not only watched the content on their phones but also took meaningful action afterward. It's a powerful reminder of the importance of optimizing video creative and landing pages for mobile performance.

Who Converted?

The audience insights revealed some clear trends. Males aged 35–54 with household incomes above $100,000 emerged as the top-converting group. This segment achieved a conversion rate of 0.28%, with an effective cost per acquisition (eCPA) of just $1,241—a strong ROI compared to $5,300 for female counterparts.

Another important finding was that the 25–34 age group led in impressions and engagement. They accounted for more than half of all impressions (51.5%), demonstrating broad awareness potential. While they were highly engaged, the older 35–54 segment proved more likely to convert, suggesting an opportunity to test more targeted messaging across both groups.

Income level also played a significant role in conversion efficiency. Households earning between $50K and $100K delivered some of the most cost-effective conversions, with eCPA as low as $1,360 and conversion rates up to 0.24%. This middle-income bracket may represent a sweet spot for future budget allocation.

Platform Performance

While Hulu delivered just under 134,000 impressions at an average cost of around $35 CPM, platforms like NBC, Roku, and Disney provided both broad reach and efficient cost performance. Niche channels such as Court TV and The Pet Collective added diversity to the media mix, offering targeted but more premium-priced impressions—valuable for testing specialty messaging or reaching secondary audiences.

Key Takeaways and Future Strategy

Several compelling themes emerged from the campaign's data analysis:

• Male audiences are converting at a significantly higher rate and lower cost. This group should be prioritized in future campaign iterations to maximize return on ad spend.

• Middle- to upper-income brackets showed stronger conversion efficiency. Fine-tuning income-based targeting could further enhance results.

• Mobile-first continues to be a winning strategy. Creative and landing pages should be designed to thrive in mobile environments.

• High-quality video content drives performance. With near-perfect completion rates, AFI’s investment in compelling creative clearly paid off.

Looking Ahead

To capitalize on this momentum, EmoryDay recommends several next steps:

• Shift more budget toward high-performing segments, particularly males aged 35–54 with $100K+ income.
• Continue investing in high-performing platforms like Hulu, NBC, and Disney, while exploring niche channels cautiously to monitor CPM efficiency.
• Test new messaging strategies tailored for the 25–34 and 35–54 age groups to optimize conversion rates.
• Monitor weekly performance fluctuations and address dips early to sustain steady campaign momentum.

Conclusion

AFI’s 2025 CTV campaign is a strong example of data-driven marketing done right. With robust engagement metrics and clear insights into what’s working—and what can be improved—the campaign sets the stage for even greater success ahead. By refining targeting and continuing to invest in impactful creative, AFI is well-positioned to deepen its connection with military families and drive even more efficient conversions in future campaigns.