Zondra TV Network Leverages Simpli.fi’s ZTV Targeting Solution to Grow Business for Ken’s Hardwood BBQ
Overview
Reaching a Local Audience
In the ever-evolving landscape of digital solutions, hyper-local advertising stands out for its targeted relevance. By reaching viewers within specific geographic areas, local advertising empowers businesses to forge authentic connections within their communities. From driving sales to enhancing brand recognition, its impact resonates far beyond the screen, making it a crucial tool for businesses of all sizes. Through Simpli.fi’s proprietary ZTV solution, advertisers can expand their reach to a relevant local audience of streamers at a granular ZIP code level through access to ranked U.S. Census demographic data and Automatic Content Recognition (ACR) data.
Recently, Ken’s Hardwood BBQ wanted to drive Arizona locals to their restaurant to try their fresh and savory barbecue food selection as well as encourage them to place orders online. They worked with Zondra TV Network, their agency partner, to implement a programmatic strategy that would complement their current advertising campaign. Together, they partnered with Simpli.fi to leverage a unique ZIP-based targeting solution to reach individuals at a local scale with video creative served across CTV devices.
Reaching Tucson Locals
Zondra TV Network and Ken’s Hardwood BBQ utilized Simpli.fi’s ZTV solution to maximize reach and household coverage across a targeted geographic area using a list of top-performing ZIP codes. Simpli.fi’s ZTV targeting solution uses a proprietary ZIP code ranking system as well as an indexing of how likely people within a specific ZIP code are to consume linear TV compared to CTV content.
Simpli.fi’s ZTV solution identified relevant ZIP codes out of 33,000+ ZIPs across the United States. The ranking system used both ACR data and U.S. Census data to rank the ZIP codes based on age, gender, household income, and audience viewing habits. Rather than targeting a large geographical area, Simpli.fi’s ZTV solution provided the ability to focus on the highest performing CTV ZIP codes and precisely reach a target audience local to Ken’s BBQ to maximize campaign ad spend. Simpli.fi’s ZTV solution identified six local ZIP codes to focus on and served users within them Ken’s Hardwood BBQ’s :30s video creative promoting their barbecue food selection and online ordering capabilities.
Driving Restaurant Visits and Online Orders
In just one month, the campaign resulted in a $10.80 CPM, exceeding the client’s goal of a low campaign CPM. The client saw an overall Video Completion Rate (VCR) of 96% while delivering on top publishers such as Fox News, MLB Network, Paramount+, DIRECTV, and more. During the campaign flight, Ken’s BBQ had numerous customers visit their Tucson, Arizona location and mention seeing their video ad while streaming on their CTV devices, showing firsthand the impact that Simpli.fi’s ZTV targeting solution had on driving business and increasing Ken’s Return on Investment (ROI). In 2023 Reader’s Choice recognized Ken’s BBQ as Southern Arizona’s Best BBQ restaurant.