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Going hyperlocal: How one advertiser used CTV to extend reach and drive sales

Hawthorne Advertising, Comscore, and The Trade Desk helped an HVAC and plumbing advertiser deploy budgets more efficiently on CTV and leverage granular targeting to achieve efficient, incremental reach.

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The Trade Desk’s partnership with Comscore provides unparalleled local connected TV (CTV) reach measurement that goes beyond what’s possible with linear for platform users. Coupled with advanced targeting capabilities, advertisers can use CTV to extend reach and drive results in specific geographies more efficiently. 

ARS/​Rescue Rooter is a network of HVAC and plumbing businesses with over 70 locations across 24 states in the U.S. Historically reliant on local linear, ARS turned to agency partner Hawthorne Advertising to strategically deploy media budgets on our platform, reaching more of the right customers and reducing waste. 

Strategic targeting drives reach and efficiency 

Using our latest platform experience, Kokai, Hawthorne activated CTV campaigns targeted to high-income homeowners in ZIP codes the advertiser serves. This hyperlocal strategy eliminated spend in areas outside ARS’ footprint — a common challenge in traditional linear buys. 

Using The Trade Desk’s integration of Comscore Campaign Ratings (CCR), the team was able to validate performance. Across five markets, ARS: 

  • Extended its reach beyond linear by 19% to 42% per unique audience depending on the region and the month

  • Dropped costs per unique audience to as low as $0.06

More precision drives performance 

The media buying team learned that granular targeting with CTV did more than extend reach; it showed ads to the right audiences to help drive measurable business outcomes. 

  • In CTV-exposed priority ZIP codes, ARS saw a 12% revenue lift year over year. 

  • In similar ZIP codes without CTV exposure, revenue declined 9% year over year. 

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Why it worked 

  • Granular geographic and demographic targeting allowed Hawthorne to serve CTV impressions only in ZIP codes that ARS could service, zeroing in on high-income homeowners who matched the brand’s ideal customer profile. 

  • Advanced measurement from Comscore made it possible to isolate and quantify incremental reach over linear, delivering clarity on campaign effectiveness at the household level. 

  • By avoiding waste and targeting efficiently, ARS achieved exceptional cost performance, with some markets reaching net new audiences for as little as $0.06 per household. 

Reach the right audiences — right where they are 

ARS wanted to increase reach and drive sales without breaking the bank. With the help of its agency, the granular reporting from Comscore in our platform, and Kokai’s targeting capabilities, ARS met that goal. 

Ready to see how CTV can efficiently extend your local reach and help drive business outcomes? Contact us today to learn more. 

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