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Your Guide to Navigating the COVID-19 Advertising Disruption

Industry

Ecommerce Retailer

Objective

Drive Traffic & Conversions

Solutions

SteelHouse Performance TV


“Performance TV’s geo-targeting is a huge advantage for any brand looking to get their message out to specific cities or regions. We’ve seen great performance when it comes to supporting brick and mortar retail locations, as well as online-only offerings. Combine that with it’s best in class reporting and analytics, and you have a performance marketing channel that is invaluable to advertisers.”

Alexa Tierney

Group Account Director

Average Geo-Targeted / Online-Focused Campaign Results

  • ROAS: 2.74X / 13.9X
  • Cost Per Visit: N/A / $0.49
  • Site Visit Rate: 2% / 4%
  • Order Value Attribution: 9.94%

Bring on the Challenge

With the goal of improving sales for their line of seasonal products during a critical time of year, this leading retailer needed to get the most out of their limited branding budget. They decided to look for a new ad channel that they could spend branding dollars on to drive measurable revenue, and boost sales both online and in-store for specific brick and mortar locations.  

Enter SteelHouse

The industry leader turned to SteelHouse Performance TV to not only reach a national audience, but help them reach in-market viewers across specific DMAs. Thanks to its targeting capabilities, Performance TV enabled them to geo-target viewers in cities and regions where they had stores. Cleveland, San Antonio, Oklahoma, the Pacific Northwest – just to name a few – were all served unique, store-specific creative to help drive traffic. The viewers were also qualified as in-market, ensuring the ads would reach people who would likely convert. They also launched a national campaign with a gifting message to encourage viewers to buy online, allowing them to reach shoppers who couldn’t visit a brick and mortar location.

As all the campaigns progressed, the results were tracked and reported on with full cross-device mapping thanks to Verified Visits, which tracks any user visits to the advertiser’s site in a window of time defined by them — giving them total control over their attribution.

The Results

SteelHouse Performance TV drove strong results for the leading retailer nationally as well as across each DMA. The campaigns were able to drive significant impact at the local level and delivered an impressive ROAS of roughly 3X across multiple mid-market sized cities. Site visits were also strong, with targeted cities and areas delivering a 2%+ visit rate. 

The online-only campaign also delivered strong performance, with over a 13X ROAS and 4%+ site visit rate. SteelHouse Performance TV proved to be a complete success for this leading retailer, and enabled them to transform branding dollars into spend that delivered strong return on investment. 

“Performance TV’s geo-targeting is a huge advantage for any brand looking to get their message out to specific cities or regions. We’ve seen great performance when it comes to supporting brick and mortar retail locations, as well as online-only offerings. Combine that with it’s best in class reporting and analytics, and you have a performance marketing channel that is invaluable to advertisers.”

Alexa Tierney

Group Account Director

Average Geo-Targeted / Online-Focused Campaign Results

  • ROAS: 2.74X / 13.9X
  • Cost Per Visit: N/A / $0.49
  • Site Visit Rate: 2% / 4%
  • Order Value Attribution: 9.94%

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