The box office

How many new customers could you be getting?

Three inputs, and two of them are yours. Set a budget, pick a ticket, and say how many you close. The receipt shows every step, so you can check the sums.

Where these numbers come from

Low ticket: Everyday online order, $61 to $92. Average order values for September on Dynamic Yield's benchmark, which is global and is updated every month: from pet care ($61) and consumer goods ($62) to food and beverage ($92). Source: Dynamic Yield (a Mastercard company), average order value benchmarks, read 6 October 2026.
High ticket: Big-ticket online order, $240 to $569. The same benchmark's September average order values for home and furniture ($240), fashion and apparel ($390) and luxury and jewelry ($569). Source: Dynamic Yield (a Mastercard company), average order value benchmarks, read 6 October 2026.
Cost per result: $18 to $60 for each of the online orders. That is Launch Media’s own planning range for this kind of business, the same one our media planner uses. It is wide on purpose.
Homes and plays. Ranges from the rates we buy at, assuming each home sees the commercial 5 to 8 times a month. On real Connected TV inventory, 90 to 98% of plays are watched to the end.
Close rate: yours. We do not guess it. The receipt stops at the line above until you answer, so the customers and the dollars are worked from your number, not ours.

What we keep score on

Measured in online orders.

For an online brand the result that counts is an order. The plan is built around online orders, and a web address or a code that only appears on TV lets you count them yourself.

Month 1
Delivery and frequency.
Your commercial builds toward a few views in each home. Do not judge online orders yet.
Month 2
Search starts to move.
Searches for your name and direct visits to your site usually start moving, if the creative and the geography are right.
Month 3
Lift is fair to talk about.
Often 10 to 25% over your baseline on site or store activity, if measurement is set up. That is a typical range, not a promise.

All the way through, 90 to 98% of the times your commercial plays should be watched to the end. Under about 90 means something is wrong with the supply or the file, and we go and fix it. Every month you get a plain-English report: what ran, what moved, and what we are changing.

How we would aim it

The homes you pick. Nobody else.

Your commercial runs in Minneapolis-St. Paul, Rochester or Duluth, or tighter than that: a list of zip codes, or a radius around your door. It airs on Hulu, Disney+ and ESPN, Paramount+, Peacock, The Roku Channel, Tubi, Pluto TV and YouTube on TV. We buy the space on those services; we do not own them.

Start with one market
You do not need the whole country on day one. Test in one market, read the orders, then widen it. A single-market test is the sensible place to start.
Seen more than once
A new brand has to be seen several times before it is remembered. The plan for this kind of business gives each home more views a month than a local service needs.

A typical planEcommerce & DTC brands

30%Connected TVYour commercial, full screen, in the homes you picked.
35%SearchCatches people when they look you up by name.
25%DisplayYour name on the sites and apps they use between shows.
10%AudioPodcasts and streaming radio: cheaper reach alongside the TV.

A typical split for this kind of business, not a result. Yours is built around your area and your budget.

An example, not your script

Thirty seconds. Three beats.

Here is the shape of a commercial for a direct-to-consumer brand. Yours is written from what is true about your business: AI helps us draft options, people choose and rewrite, and you approve the script before anything is filmed. We produce your commercial; our production partner films it.

Already have a video that works on a TV? We can run that instead.

Example script:30 television

0:00
The hook
We see
A thumb scrolling past ad after ad. It stops. The phone goes face down and the eyes go up to the TV.
We hear
Nobody scrolls past a television.
0:05
The offer
We see
Your product, full screen, doing the one thing it does better than anything else.
We hear
[Your Brand]. [The one-line reason people reorder.]
0:22
What to do next
We see
Your web address, and a code that only runs on TV so you can count it.
We hear
[yourbrand].com. Use the code on your screen.

Words in [brackets] are yours to fill in. Nothing in this example is a claim about a real business.

Before thisCleaning, pest & movingmeasured in booked jobs After this Retail stores & showroomsmeasured in store visits

Also in Retail & consumerRetail stores & showrooms Restaurants & food service Events & entertainment Travel & hospitality

All 26 industries

Connected TV for ecommerce and DTC brands.

How many new customers could you be getting?

Measured in online orders.

Delivery and frequency.

Search starts to move.

Lift is fair to talk about.

The homes you pick. Nobody else.

Start with one market

Seen more than once

Thirty seconds. Three beats.

The hook

The offer

What to do next

Your product on their TV. The order in your store.

Connected TV for ecommerce and DTC brands.

How many new customers could you be getting?

Measured in online orders.

Delivery and frequency.

Search starts to move.

Lift is fair to talk about.

The homes you pick. Nobody else.

Start with one market

Seen more than once

Thirty seconds. Three beats.

The hook

The offer

What to do next

Other industries

Your product on their TV. The order in your store.