Safelite AutoGlass gets creative with Connected TV

This national brand used CTV to inform their linear strategy — leading to a big incremental lift. See how they did it.

DRIVING INCREMENTAL LIFT WITH A CONNECTED TV-FIRST STRATEGY

Safelite AutoGlass, a national brand providing automotive glass repair and replacements as well as safety system recalibration, wanted to launch an innovative TV campaign that would drive on-site appointments for windshield replacements.

The brand’s objective was to quickly determine the best creative asset to run on linear TV with head-to-head testing on Connected TV (GTV). Success would be based on which ad drove the highest number of consumers who expressed intent for replacing a windshield and scheduled windshield replacement appointments. This approach would allow them to measure the performance of each individual ad in real time, while mirroring the “living room“ environment of linear TV viewership.

Their agency, Horizon Media, decided to execute this CTV-first strategy on The Trade Desk. The team planned to test three versions of creative all running on CTV and measure the results using our platform’s Conversion Lift test.

MEASURING THE IMPACT OF DIFFERENT CREATIVES ON OUR PLATFORM

Horizon tested three creatives on the quote-details subpage of Safelite’s website. Our Conversion Lift test enabled the agency team to measure the causal impact of the ads on a consumer’s decision to take an action like visiting the appointment scheduling page on the Safelite site and to better understand where their ad spend was making the biggest impact.

ENABLING SPEED TO MARKET WITH CONNECTED TV

Because of their CTV-first strategy, Horizon Media was able to act quickly, using CTV campaign results to immediately inform Safelite’s linear TV strategy. Out of the three creatives tested, the 15-second commercial showing technicians using video chat to demonstrate socially distanced windshield replacements performed best, driving a 10 percent lift. Overall, the campaign drove an 8 percent lift in households scheduling a windshield replacement appointment.

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