To drive efficient incremental reach, Hawthorne Advertising needed a way to validate CTV performance with the same rigor as linear. Comscore’s partnership with The Trade Desk provided the solution, combining Comscore’s industry-leading measurement at the hyperlocal level with The Trade Desk’s advanced targeting capabilities.
This integration enabled advertisers to go beyond traditional linear limitations, thus extending reach, reducing waste, and quantifying results market by market.
For its HVAC and plumbing client, a brand with 70 businesses across 24 states, Hawthorne leveraged Comscore’s data to understand audience overlap and incremental value. Working within The Trade Desk’s platform, the agency was able to strategically deploy CTV investments only in priority ZIP codes, ensuring the brand reached more of its customers while avoiding inefficient spend outside service areas.
Using Comscore Campaign Ratings (CCR), Hawthorne Advertising planned and measured campaign effectiveness across five markets. Comscore’s household-level insights reduced duplication with linear TV and quantified incremental reach.
Activating these insights through The Trade Desk’s Kokai platform, Hawthorne delivered highly targeted CTV campaigns to high-income homeowners within the client’s service areas. This eliminated waste in non-service ZIP codes, an objective linear could not achieve, and provided transparent measurement of reach and efficiency.
With Comscore powering targeting and measurement with support from The Trade Desk, the campaign achieved:
With Comscore’s advanced measurement as the foundation, Hawthorne was able to validate and optimize CTV delivery at a granular level. Geographic and demographic insights ensured impressions were served only in ZIP codes where the advertiser could provide service, with a priority focus on high-income homeowners who matched the brand’s best customer profile.
By isolating and quantifying incremental reach over linear, Comscore delivered further clarity on how digital investments extended the campaign’s footprint and avoided duplication that translated into stronger cost efficiency.
Working within The Trade Desk’s Kokai platform, Hawthorne was able to connect Comscore’s measurement with advanced targeting capabilities, leading to more focused campaigns that reached the right audiences, in the right places, at the right price.
For the HVAC and plumbing brand, the result was more than efficient reach, it was measurable business impact, proving that smarter measurement and smarter targeting go hand in hand.