Overview
Over the past nine months, our media agency has significantly expanded our partnership in the home improvement industry, growing from one brand to ten brands actively advertising on both traditional TV and Connected TV (CTV). This remarkable growth has been driven directly by the impressive results achieved through our targeted advertising strategies.
Client Goals
Home improvement companies typically aim to increase their revenue by reaching targeted audiences effectively. Historically, traditional TV advertising was an effective medium, but audience fragmentation and the shift toward on-demand viewing made precise targeting challenging.
Our Approach
Recognizing the shift in viewer habits, our agency leveraged the powerful targeting capabilities of Connected TV advertising. Unlike traditional TV, CTV enables precise geographic targeting, allowing campaigns to focus on specific regions—even down to postcode-level targeting. This significantly reduces wastage and maximizes ROI.
Our agency also capitalized on the engaging combination of visual and audio messaging offered by video ads. This medium is particularly effective for home improvement companies, as it vividly showcases completed projects or highlights retail showrooms.
Strategy and Execution
Our innovative approach involves applying traditional TV planning principles to the new Connected TV landscape, effectively treating CTV as an evolved TV advertising platform. This unique perspective sets us apart from other agencies, enabling our clients to start small, test effectively, and rapidly scale campaigns based on clear performance indicators.
One of our clients, for example, began with a modest £15,000 test campaign targeted at a specific region. Within just three days, impressed by initial results, they doubled their budget. Within a month, they committed over half a million pounds to a year-long campaign.
Results and Impact
This strategy delivered outstanding results:
- Our featured home improvement client achieved a remarkable year-on-year revenue increase of approximately 35%.
- The initial small-scale test quickly scaled into a substantial long-term investment, demonstrating exceptional confidence in the effectiveness of our campaign.
- Connected TV advertising proved so successful it outperformed other digital channels, prompting clients to reallocate digital marketing budgets toward Connected TV.
Why ITVX?
In the UK, ITVX emerged as the ideal CTV platform due to its broad, adult audience profile, aligning closely with the typical home improvement customer demographic (ages 35-55). Our tailored approach on ITVX maximized reach and engagement.
Unique Agency Insight
Our deep expertise in TV advertising uniquely positions us to effectively manage Connected TV campaigns. Our proprietary strategy—combining proven traditional TV planning methods with advanced targeting capabilities of CTV—is key to driving substantial business growth for our clients.
Conclusion
Our agency’s strategic Connected TV advertising has delivered impressive revenue growth and brand expansion for home improvement clients, transforming initial tests into significant, sustained marketing investments. Clients continue to praise our innovative approach and outstanding results, solidifying our reputation as leaders in targeted TV and Connected TV advertising.