How Jones Road Beauty scaled Linear TV by nearly 2x without losing ROAS using Prescient AI

Learn how Prescient’s ability to measure the full value of Linear TV helped Cody Plofker, Chief Marketing and Revenue Officer of Jones Road Beauty, invest more in a key growth channel without losing efficacy.

Over October 2024, Jones Road Beauty gained:

• Nearly 2x additional budget towards Linear TV
• 1:1 lift in Linear TV channel revenue
• 7% total lift in paid media ROAS

When we first launched Linear TV, we saw a strong positive correlation with revenue increasing, but had no idea what actual value the investment was driving. With Prescient we are now able to not only quantify the revenue Linear TV brings, but can even forecast the right point of scale to maintain ROAS momentum. This is a massive unlock going into Black Friday.

– Cody Plofker, CMO

About

Jones Road Beauty is a beauty brand focused on high quality, clean, formulations for every skin type and tone. Started by makeup artist Bobbi Brown, the brand is a lifetime of beauty knowledge, distilled.

Challenge

Jones Road Beauty knew Linear TV was having an impact with likely room to scale–however, they couldn’t quantify how much.

Jones Road Beauty is no stranger to scale and success. With Cody at the helm of the marketing department, the team knows the value of measuring and scaling the right paid media, at the right time, in key moments—like a new product launch or an important retail sales period (e.g. Black Friday).

Off of proving the success of scaling Meta, influencer outreach, and CTV, Jones Road Beauty wanted to increase its market reach through Linear TV. They invested in a few tests and saw results, prompting them to carve out 10% of their media mix for the channel. They could feel the results and see the overall lift in revenue, but they weren’t sure just how much was due to the new channel and how much was from scaling other existing campaigns.

Without the ability to measure due to lack of trackable clicks, the team had to maintain their media mix and right-size Linear TV as a pure upper funnel channel, keeping an eye on the in-platform ROAS.

Solution

Prescient’s MMM was able to measure the revenue driven, past and future, by Linear TV by including halo effects on organic channels.

With Prescient AI, Jones Road Beauty was able to add all of their paid media platforms (including Linear TV) and import past data, which was immediately modeled. 

In the Prescient platform, Prescient modeling revealed that Linear TV ROAS was significantly higher than expected and correlated to the lifts in revenue Cody and team saw in the past. Prescient was able to show and assign discrete value the halo effect contributions Linear TV placements had on direct and organic revenue, adding value (and, therefore, ROAS) to Linear TV campaigns.

Cody specifically notes on his Marketing Operators podcast that Prescient right-sized Linear TV as one of their most efficient channels. As a result, Jones Road Beauty was confident that they could increase investment.

Results

Jones Road Beauty was able to nearly double Linear TV spend in one month with little to no loss in ROAS while increasing overall paid media revenue.

In the Prescient platform, Cody could see which specific Linear TV campaigns were driving the most value and could also individually explore their saturation points for scale. Working with the Prescient customer success team, he was able to nearly double Linear TV’s contribution to Jones Road Beauty’s total media mix without eating into ROAS.

Since assigning the full value to Linear TV campaigns and being able to scale with confidence, Jones Road Beauty has seen little to no reduction in ROAS for a crucial market-expanding channel right in time for Black Friday all while growing paid media revenue at a 1:1 pace with investment. Perhaps even more crucially, scaling an upper funnel channel this efficiently has helped Jones Road Beauty lift total paid media ROAS by 7%—despite ramping into Black Friday.

It’s one thing to know that a channel is working for you, but another entirely to know why it’s working, how it compares to other channels in the same framework of measurement, and just how far you can push investment without losing return. Prescient AI has made my team that much more efficient and we’re excited to be able to make more informed decisions with Prescient AI.

– Cody Plofker