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  1. Retargeting
  2. How Connected TV Works
  3. Ad Builder
  4. Analytics & Reporting

Industry

E-Commerce

Objective

Reach new audiences & Drive revenue

Solutions

SteelHouse Performance TV Prospecting & Retargeting


“SteelHouse is a uniquely full funnel solution, which satisfies all our objectives as a company with a start-up mentality. It provides enormous reach for brand awareness to new, core audiences, and with targeted remarketing has provided verifiable ROAS results that have consistently beat our goals. SteelHouse’s customer service and response times are also second to none, making it feel like an extension of our in-house performance marketing team.”

Matt Heitmann

Chief Marketing Officer, The Pro's Closet

Performance TV Campaign Results

  • ROAS: 4.15X
  • Cost Per Visit: $1.68
  • Revenue: 5% increase (topline revenue)

Bring on the Challenge

The Pro’s Closet is the world’s largest and most trusted source for hiqh-quality pre-owned road, mountain, triathlon, gravel, and cyclo-cross bikes. The Pro’s Closet caters to cycling enthusiasts, and wanted to find ways to reach new audiences and drive revenue. They had advertised previously on linear television, however only saw success during peak sporting events like Tour de France. They turned to SteelHouse Performance TV in order to achieve consistent direct-response performance across multiple channels on all devices.

Enter SteelHouse

Unlike linear TV advertising, SteelHouse Performance TV provided access to premium inventory combined with precision targeting. Additionally, SteelHouse’s proprietary automated media buying technology leveraged real-time data analysis to automatically adjust spend, reach, and handle all bidding—thus removing any sort of manual optimization. The SteelHouse platform allowed them to leverage a cross-channel full funnel approach all within a single platform to drive qualified traffic to their website and get users on their site to convert. 

How did they do this? Firstly, the Pro’s Closet launched prospecting ads to a niche target audience of cycling enthusiasts and those in-market to purchase pre-owned bicycles through SteelHouse’s partnership with leading third-party data provider, Oracle Data Cloud.  This ensured that they were not wasting any impressions on an irrelevant audience and guaranteed that their budget was being used efficiently.  

SteelHouse Performance TV’s prospecting ads were able to drive new users to the site, and expanded the retargeting audience pool – bringing a new meaning to the word full-funnel. What about keeping their audience engaged and propelled to convert? SteelHouse’s Performance TV retargeting did the trick, whose real-time segmentation tool enabled The Pro’s Closet to retarget high-value users, like cart abandoners, across all devices including Connected TV. SteelHouse’s automated media buying technology aided both prospecting and retargeting campaigns to drive direct-response performance by optimizing towards a lower Cost Per Visit and higher ROAS.

The Pro’s Closet viewed the result of their direct-response campaigns in real time through SteelHouse’s reporting suite to see digital metrics not available on linear television. Furthermore, they were able to view their Connected TV performance in Google Analytics (through a SteelHouse integration) to provide a holistic view of all of their digital marketing channels alongside their Connected TV campaigns. SteelHouse’s Cross-Device Verified Visits proprietary attribution model mapped out the entire customer journey across key touchpoints cross-device and cross-platform and fed this intel into Google Analytics for reliable and transparent reporting – down to point of conversion and its impact on the bottom line.

The Results

Running both Performance TV retargeting and prospecting ads helped to drive an efficient $1.68 Cost Per Visit for the campaign duration. According to Google Analytics, this resulted in an overall 4.15x ROAS, 5% lift in topline revenue and a 4% increase in transactions – outperforming their average order value. This demonstrated the value of combining prospecting and retargeting Connected TV campaigns for a true full-funnel approach. 

“SteelHouse is a uniquely full funnel solution, which satisfies all our objectives as a company with a start-up mentality. It provides enormous reach for brand awareness to new, core audiences, and with targeted remarketing has provided verifiable ROAS results that have consistently beat our goals. SteelHouse’s customer service and response times are also second to none, making it feel like an extension of our in-house performance marketing team.”

Matt Heitmann

Chief Marketing Officer, The Pro's Closet

Performance TV Campaign Results

  • ROAS: 4.15X
  • Cost Per Visit: $1.68
  • Revenue: 5% increase (topline revenue)

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