Going hyperlocal: How one advertiser used CTV to extend reach and drive sales

Hawthorne Advertising & TheTradeDesk
Rebecca Forster Marco
Rebecca Forster Marco
Vice President, Emerging Solutions
Comscore

Hawthorne Advertising, a leading creative, media, and analytics agency, knows the impact hyperlocal ads can have on their clients’ campaigns.

Using measurement solutions from Comscore and The Trade Desk, the agency helped their home-service brand client deploy its media budgets more efficiently on connected TV (CTV).

The Scenario

The Trade Desk’s partnership with Comscore provides unparalleled CTV reach measurement at the hyperlocal level that goes beyond what’s possible with linear for platform users. Coupled with advanced targeting capabilities, advertisers can use CTV to extend reach and drive results in specific geographies more effectively.

Hawthorne Advertising helped an 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.

The agency strategically deployed media investments on our platform to reach more of the brand’s customers and minimize ineffective media allocation.

The Solution

Strategic targeting drives reach and efficiency.

Using The Trade Desk’s Kokai, their latest platform experience, Hawthorne Advertising 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.

Using The Trade Desk’s integration of Comscore Campaign Ratings (CCR), the team was able to validate performance. Across five markets, the HVAC and plumbing advertiser:

Number 1

Extended its reach beyond linear by up to 42% per unique audience depending on the region and the month.

Number 2

Dropped costs per unique audience to as low as $0.06

More precision drives performance

The media buying team learned that granular targeting with CTV did more than extend reach; it showed ads to the right audiences to help drive measurable business outcomes.

Number 3

In CTV-exposed priority ZIP codes, the advertiser saw a 12% revenue lift year over year.

Number 4

In similar ZIP codes without CTV exposure, revenue declined 9% year over year.

The Results

Granular geographic and demographic targeting allowed Hawthorne 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 avoiding waste and targeting efficiently, the advertiser achieved exceptional cost performance, with some markets reaching net-new audiences for as little as $0.06 per household.

Reach the right audiences — right where they are

The HVAC and plumbing advertiser wanted to increase reach and drive sales without breaking the bank. With the help of its agency, the granular reporting from Comscore in The Trade Desk’s platform, and Kokai’s targeting capabilities, they met that goal.

Ready to see how CTV can efficiently extend your local reach and help drive business outcomes? Contact us at ccrplatforms@comscore.com.