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Home Improvement

OBJECTIVE

1 Reach the 28% of their target market that are not addressable by linear TV (Cord-Cutters)

2 Leverage TriAD CTV to increase measurable lead counts while reducing cost per lead

Home Improvement

The
Scenario

The Scenario

Brand: Regional D2C Replacement // Windows (13 major markets)
Medium: Connected TV (Large Format)
Media Spend: $41,500
Target Audience:
  • HHI = $125k+
  • Homeowner
  • Excludes: Households built within the last 5 years
Target GEO: Columbus, OH DMA
Days in Flight: 48
Season: Spring

The Results

36

Measurable Leads

72

Total Estimated Lead*

CTV drove a 300% increase in measurable leads generated, as compared to Traditional TV buy.

CTV represented 68% cost per lead reduction, as compared to Traditional TV buy.

LIVE & CUSTOMIZABLE

The Reporting

Scroll & click around to explore the reporting example below.

scroll & click around to explore the reporting example above

By The Numbers

Traditional TV

36

Measurable Leads Per Day

36

Measurable Leads Per Day

36

36

0.75

Average Leads Per Day

0.25

Average Leads Per Day

0.75

0.25

5.25

Average Leads Per Week

1.75

Average Leads Per Week

5.25

1.75

$576

Estimated Cost Per Lead (CPL)

$576

Estimated Cost Per Lead (CPL)

$576

$576

* CTV MEASUREMENT NOTE
Safari and Firefox comprise 40% of total web traffic. On both of those browsers, third-party cookies are disabled by default which means that if they visit and/or make a conversion action on your website(s) these actions would not be tracked and reported.
We estimate that for your target audience 50%+ of the traffic and actions taken on your websites are not reported. Just like Traditional TV—CTV (as a medium)still has many holes when it comes to tracking/measurement and other mediums like paid search, social media website retargeting, display website retargeting often receive the credit for leads that came as a result of watching a CTV commercial. We encourage doing controlled A/B test of CTV vs Traditional TV (same spend, market, timeframe but not run together during the same time period).

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