Going hyperlocal: USING CTV TO EXTEND REACH & DRIVE SALES
We know the impact hyperlocal ads can have on our clients’ campaigns. In conjunction with our partners Comscore and The Trade Desk, we helped a HVAC and plumbing brand with a network of 70 businesses and locations across 24 states in the U.S. leverage granular targeting to achieve efficient incremental reach on CTV.
In this case, we strategically deployed media investments on our partner programmatic DSP, The Trade Desk, to reach more of our brand’s customers and maximize media allocation efficiency.
Strategic targeting drives reach and efficiency
The Hawthorne Advertising team activated CTV campaigns targeted to high-income homeowners in ZIP codes the advertiser serves. This strategy eliminated spend in areas outside of the advertiser’s service area footprint — a common challenge in traditional linear buys. Leveraging TTD’s Comscore Campaign Ratings (CCR), we were able to validate performance. Across five markets, the HVAC and plumbing advertiser:
Extended its reach beyond linear by up to 42% per unique audience.
Dropped costs per unique audience to as low as $0.06.
More precision drives performance
We proved out that granular targeting with CTV did more than extend reach; it showed ads to the right audiences to help drive measurable business outcomes.
In CTV-exposed priority ZIP codes, the advertiser saw a 12% revenue lift YOY.
In similar ZIP codes without CTV exposure, revenue declined 9% YOY.
Why it worked
- Granular geographic and demographic targeting allowed us to serve CTV impressions only in ZIP codes that the advertiser could service, zeroing in on high-income homeowners who matched the brand’s ideal customer profile.
- Advanced measurement from Comscore made it possible to isolate and quantify incremental reach over linear, delivering clarity on campaign effectiveness at the household level.
- By efficient targeting and planning, we achieved exceptional cost performance for our client, with some markets reaching net-new audiences for as little as $0.06 per household.
brand success? Look to the hawthorne team
