Furniture Brand Partners With Cable Provider to Drive In-Person Visits
Many furnishing companies are vying to increase their share of the $239.4 billion U.S. furniture market (Statista). With so many brands aiming to reach the same consumers, advertisers are seeking to gain an edge over competitors with the most precise targeting available. One furniture brand turned to a well-known cable company to help them reach their ideal target audience with a long-term programmatic campaign focused on CTV ads.
The cable provider is one of the largest in the U.S. and deploys Simpli.fi’s solutions on behalf of more than 550 advertisers. They initially partnered with Simpli.fi in 2016 to scale their digital advertising capabilities by offering comprehensive display and video advertising solutions to local businesses.
The furniture retailer partnered with the cable company in 2021 to drive in-person visits to more than 60 of their retail locations across 17 states. Specifically, the advertiser wanted to track the total number of offline conversions by location and achieve a 95% Video Completion Rate (VCR).
Together, the furniture brand, cable company, and Simpli.fi developed a year-long programmatic strategy to accomplish their goals. In order to precisely reach users who were interested in their products, the furniture brand and cable company lever- aged Simpli.fi’s addressable programmatic solutions. Primarily, they curated a custom household-level audience based on location data and desired demographic criteria to deliver ads only to specific households with relevant users.
Creating Custom Addressable Audiences for CTV Campaigns
The brand used Simpli.fi’s Addressable Audience Curation tool to create a custom audience by tapping into location data and choosing from over 3,000 demographic variables.
The audience contained those interested in “Home Furnishing Purchases” and were “Movers” with an indication that they had recently moved or were likely to move within 90 days. Additionally, the advertiser included African American, Native American, and Hispanic adults ages 25 and up that live near one of the brand’s store fronts based on a list of ZIP codes within a few miles of each individual location.
With a curated audience of 1.9 million households, Simpli.fi’s Addressable Geo-Fencing solution used GPS data paired with plat lines to match each address to the exact physical location, shape, and size of the property.
The system then automatically built target zones around each property for targeting devices seen within the individual households.
The advertiser chose to serve CTV ads on large and small screens to maximize touchpoints across devices. Additionally, the team wanted to serve ads on news and gaming websites in order to align with the advertiser’s ideal target market, which Simpli.fi facilitated through private marketplace deal IDs.
Tracking Offline Visits Attributable to CTV Ads
In order to determine campaign performance, the team tracked offline conversions to their stores. First, Simpli.fi drew Conversion Zones around 67 of the brand’s retail locations to measure in-store visits from users who were previously served an ad. After users viewed a CTV ad on a large-screen, desktop, or tablet, Simpli.fi’s cross-device graph identified the user’s associated mobile device. Simpli.fi could then report an offline conversion when a previously targeted user visited one of the brand’s retail locations in-person.
Throughout the campaign, the advertiser recognized the strength of programmatic advertising and was pleased with the results. During the first nine months of the campaign, the advertiser measured 1,542 in-store visits. Simpli.fi has also consistently achieved a 98.1% VCR for CTV ads across all screen sizes, exceeding the goal of 95%. With three months remaining in the campaign, Simpli.fi continues to monitor and maximize campaign performance, optimizing accordingly.