Observed Signal · Jul 13, 2026 · Partnership · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Sulwhasoo Uses CTV and DOOH to Grow U.S. Sales
Sulwhasoo, a Korean beauty brand, is combining connected TV (CTV), digital out-of-home (DOOH) and online retargeting to drive US customer acquisition and in-store purchases. The brand partnered with video ad platform VDX.tv to run two test campaigns that layered CTV and DOOH awareness with retargeting across mobile and desktop. VDX.tv built audiences using data from Foursquare, TransUnion’s Commerce Signals and Stirista, and excluded past purchasers from Sulwhasoo’s customer lists. The CTV-first campaign produced a 6.5% interaction rate on retargeted site interactions, while a DOOH+CTV campaign recorded a 4.1% lift in awareness and a 3.4% increase in purchase intent (per Cint). Sulwhasoo’s products are sold via its website, Amazon, Sephora and Macy’s.
Real-world case study showing cross-channel CTV+DOOH retargeting and measurable lifts in awareness and purchase intent; useful tactical example but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Sulwhasoo ran two test campaigns combining CTV, DOOH and digital retargeting with partner VDX.tv.
- VDX.tv created audience segments using data from Foursquare, TransUnion’s Commerce Signals and Stirista’s 123Push.
- VDX.tv reported a 6.5% interaction rate for the CTV-first campaign measured on retargeted mobile and desktop site interactions.
- A DOOH+CTV campaign produced a 4.1% lift in awareness and a 3.4% boost in purchase intent, based on Cint data.
- Sulwhasoo expanded into the US in 2010 and sells via its website, Amazon, Sephora and Macy’s.
Connected Companies & Entities
8 Entities mapped“Sulwhasoo tapped a video ad platform called VDX.tv for help running CTV and DOOH campaigns that also retargeted users on mobile and desktop ...”
“VDX.tv created audience segments based on shopper and social media data that it pulled from Foursquare, TransUnion’s Commerce Signals and St...”
“VDX.tv created audience segments based on shopper and social media data that it pulled from Foursquare, TransUnion’s Commerce Signals and St...”
“VDX.tv created audience segments based on shopper and social media data that it pulled from Foursquare, TransUnion’s Commerce Signals and St...”
“Today, its products are available for purchase from the brand’s website, Amazon, Sephora, Macy’s and a handful of department stores....”
“Today, its products are available for purchase from the brand’s website, Amazon, Sephora, Macy’s and a handful of department stores....”
“Today, its products are available for purchase from the brand’s website, Amazon, Sephora, Macy’s and a handful of department stores....”
“As a result of this campaign, Sulwhasoo saw a 4.1% lift in awareness and a 3.4% boost in purchase intent, based on data from Cint....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Exploiting Synergies Between CTV and DOOH
Will Jones, Senior Director of Advanced TV and Omnichannel Activation at Adform, argues that Connected TV (CTV) and Digital Out-of-Home (DOOH) share strong synergies — both are immersive, sit in real-world moments, and can be targeted using similar parameters such as geography. In an interview filmed at New Video Frontiers 2026 in London and published by VideoWeek on 2026-05-07, Jones says buyers need richer information passed along the sell-side supply chain to better connect channels and enable omnichannel strategies. He also discusses CTV’s evolution into a performance channel and highlights ongoing innovation in the CTV space.
DOOH and Social Media: A Dynamic Engagement Duo
The article argues that the strongest campaigns treat digital out-of-home (DOOH) screens as interactive starting points that trigger social media participation, converting paid DOOH into earned social reach. It cites a German LBS campaign with rapper RIN where posters and user-generated memes circulated between public screens and Instagram, and an Axe perfume launch that combined DOOH 'scratch & sniff' experiences with a viral hashtag (#SmellLikeASnack). Recommended practices include programmatic DOOH for context- and time-sensitive targeting, technical integration (geo-fencing, mobile-ID matching, programmatic connectivity), sequenced contact strategies across DOOH, social and mobile, and creative orchestration so the screen functions as an interface. The piece emphasizes designing mechanics (QR codes, hashtags, CTAs) and creative flows to maximize interaction, credibility and downstream sales or brand interest.
Samsung Ads Helps Crumbl Drive Social-Like CTV Performance
Crumbl ran a seven-week CTV acquisition campaign with Samsung Ads in Q4 to test whether streaming TV could deliver performance outcomes similar to social channels. Samsung Ads’ integration with AppsFlyer allowed Crumbl to validate attribution on its backend. Samsung published a case study showing the campaign drove over 16,000 app installs and at least five-figures in revenue attributable to Samsung users; Crumbl reported a 23% conversion rate to purchase, slightly above its average social acquisition performance. The ads' success enabled Samsung to lower the guaranteed cost-per-install mid-campaign. Crumbl emphasized using evergreen CTV creative (with some seasonal variants) to support longer-term app acquisition, noting its mobile app accounts for an estimated majority of sales.
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