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
Medium: Connected TV (Large Format)
Media Spend: $41,500
Target Audience:
- HHI = $125k+
- Homeowner
- Excludes: Households built within the last 5 years
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).
