SteelHouse launches dedicated optimization for streaming television ads

Industry

Home Supplies

Objective

Drive Conversions

Solutions

SteelHouse Performance TV Retargeting


“This advertiser was already enjoying success with their display retargeting, but we knew they could drive even better results with Performance TV—and we were right. The data tells the story and if you’re looking for a way to maximize the return on your retargeting budget, you need to consider Performance TV.”

Hannah Hesser

Director of Ad Operations, SteelHouse

Performance TV Retargeting Vs. Display-Only Retargeting

  • ROAS: +48%
  • Unique Site Visitors: +229%
  • Cost Per Visit: -45%
  • Conversions: +11
  • Visit Efficiency: -98% impressions to drive a single visit

Bring on the Challenge

This leading home supply retailer was already driving strong retargeting performance with SteelHouse. They had also seen significant success with streaming TV ads by launching evergreen prospecting campaigns on SteelHouse Performance TV. Given their success on both channels, they jumped at the chance to extend their retargeting efforts to Performance TV.

Enter SteelHouse

SteelHouse wanted to showcase Performance TV Retargeting’s capabilities, so they put the retailer’s display-only retargeting campaign up against SteelHouse Performance TV. Both campaigns targeted lower-funnel site visitors; cart abandoners as well as users who had visited 5+ pages. 

Right from the start, Performance TV Retargeting had the upper hand. While the display-only campaigns were limited to placements on web and mobile, Performance TV ads were served across top-tier streaming networks like CNN, ESPN, HGTV, and more—delivering a high-quality ad experience paired with only the best available programming. These ads featured prominent calls to action, both through audio and on-screen visuals to drive viewers back to the site. 

Performance TV Retargeting campaigns then served related display ads across web and mobile to recent site visitors—as well as to viewers who had seen the Performance TV ad—immersing an already engaged audience across all of their digital devices. These ads featured dynamic product feeds to showcase products users had previously viewed, drawing them back to the site to complete their purchase.  This combination of ads served across multiple devices was enough to tip the results in Performance TV’s favor.

The Results

SteelHouse Performance TV Retargeting beat display-only retargeting across the board. Not only did it outperform on key metrics like ROAS, cost per visit, and conversions, it also drove site visits far more efficiently than just running display retargeting alone. The budget spent on Performance TV Retargeting delivered a better return hands down, proving to this leading home supply retailer that adding Performance TV to their lower-funnel efforts can deliver a better return on investment.

“This advertiser was already enjoying success with their display retargeting, but we knew they could drive even better results with Performance TV—and we were right. The data tells the story and if you’re looking for a way to maximize the return on your retargeting budget, you need to consider Performance TV.”

Hannah Hesser

Director of Ad Operations, SteelHouse

Performance TV Retargeting Vs. Display-Only Retargeting

  • ROAS: +48%
  • Unique Site Visitors: +229%
  • Cost Per Visit: -45%
  • Conversions: +11
  • Visit Efficiency: -98% impressions to drive a single visit

More Case Studies


SteelHouse Performance TV

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SteelHouse Performance TV

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SteelHouse Performance TV

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