Home & Garden
Home Services

Overview

A heating and air conditioning company was looking to target individuals with a need for HVAC services during the COVID-19 pandemic. It enlisted DigiROI to utilize Addressable Geo-Fencing technology to reach users at the household-level as they spent more time at home. The advertiser hoped to capitalize on the rise in consumers’ streaming habits, while also tracking physical visits to its business and achieving a CTR of 0.30%. 

Solution

The DigiROI team developed a comprehensive strategy of Addressable Geo-Fencing paired with both pre-roll video and large-screen CTV ads. The HVAC company did not have a relevant address list of homes to target, so DigiROI used its Addressable Audience Curation tool to curate a customized audience of households in real-time by choosing from more than 700 location and demographic variables. Together, the advertiser and DigiROI curated an audience of addresses in nearby postal codes featuring users who had household incomes of $70K+ and whose homes had air conditioning or heating units. The DigiROI system identified the exact size and shape of each property and automatically drew target fences around the addresses to target users at the household-level. The team then added a Conversion Zone around the advertiser’s physical location to track the number of users who received either a pre-roll or CTV ad and later visited the company.

Results

By blending pre-roll video with CTV ads, DigiROI generated 82 offline visits to the HVAC business for a Cost Per Visit (CPV) of $18.95. Additionally, the pre-roll campaign achieved a CTR of 0.37%—exceeding the advertiser’s goal of 0.30%—while the large-screen CTV campaign produced a Video Completion Rate (VCR) of 96%.