Regional Service Specializing in Door, Window, and Siding Installation Boosts Sales

A regional home installation company sought to expand its market reach into a neighboring state by transitioning from traditional linear television advertising to OTT/CTV advertising. With the assistance of Strategus, they embarked on a two-month test campaign in the Arizona market in July 2022, marking their first venture into OTT/CTV advertising.

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Objective

The primary objective of the campaign was twofold: first, to convert the client's advertising capabilities from reliance on linear television to OTT/CTV advertising to capitalize on enhanced tracking capabilities and improved audience targeting precision. Second, the goal was to generate quality leads and conversions, maximizing data collection and driving a high volume of Sales Qualified Leads (SQLs) to ultimately increase conversions and sales for the home installation company.

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Strategy

The strategy employed by Strategus encompassed several key components. First, the target audience was identified as homeowners aged 35-64 with household incomes exceeding $100K, residing in homes older than ten years within the Phoenix DMA. The advertising channels utilized included CTV + CTV Encore and Display Encore for attribution to effectively reach the target audience. Ongoing optimizations were implemented to ensure that each impression counted, focusing on delivering quality advertising and attracting attention from the targeted audience. Additionally, customer service, 24/7 dashboard accessibility, and tailored customization were prioritized to provide vital metrics and ensure a seamless campaign execution.

By implementing this comprehensive strategy, the client aimed to achieve increased brand awareness, drive website traffic, and ultimately generate a substantial number of Sales Qualified Leads (SQLs) within the Arizona market.