American home and auto accessory brand refuels its channel mix with CTV, reduces costs by 32% over the quarter

BUSINESS OBJECTIVE

Expand its reach to new audiences while maintaining CPA efficiency 

A prominent American home and auto accessories brand operates in a highly competitive market. To fend off low-cost imitators, the brand needed to drive high-quality traffic to its website. This made strategic brand-building an essential part of its latest campaign. 

Having previously relied on linear TV and direct response advertising to reach potential customers in the U.S., the brand and its agency, Pinnacle Advertising, recognized the need to evolve their approach to keep pace with consumers’ changing media consumption. 

The agency knew it needed to create a connected TV (CTV) strategy that complemented its client’s existing broad-based advertising to help drive full-funnel results. 

SOLUTION 

Harnessing the power of CTV measurement to drive upper-funnel results 

Pinnacle Advertising devised a strategy that involved running an awareness campaign through The Trade Desk’s Kokai platform experience using CTV inventory. The programmatic CTV campaign ran in tandem with its client’s linear TV investments. 

Adding CTV to the channel mix allowed Pinnacle to apply data and precise targeting, that were previously missing from its client’s linear TV and direct response-only buys. The agency used layered targeting to help reach consumers who were in the market for automotive products. This included using its client’s first-party data to create a seed representative of the brand’s most valued customers. The seed enabled Kokai’s AI to reach new customers who demonstrated similar attributes and were more likely to convert. 

With incremental reach reporting, the agency maximized the client’s CTV and linear TV budgets to help improve household reach. The agency was also able to monitor the cost per website visit closely — its key upper-funnel campaign KPI — during the flight and use insights to adjust bids in real time proactively. 

RESULTS 

Extending reach with cost-efficiency 

The campaign exceeded upper-funnel performance benchmarks, delivering strong efficiency gains. Most importantly, by embracing a more data-driven approach across its CTV buy, Pinnacle’s client saw a 32% decrease in cost per website visit. The campaign also delivered a 5% increase in household reach, demonstrating the power of adding CTV to drive upper-funnel results. 

These results demonstrate that complementing linear TV with CTV is valuable for extending reach and improving performance. Pinnacle and its client plan to make CTV a key pillar of their digital strategy as they continue to see improved upper-funnel results. 

Discover how adding CTV to your channel mix can help improve reach and performance. Contact us or reach out to your account manager at The Trade Desk today.