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

SteelHouse launches dedicated optimization for streaming television ads

Industry

Auto Parts

Objective

Drive Brand Awareness

Solutions

SteelHouse Performance TV


“This brand is in an extremely competitive industry, and we've been looking for ways to help them stand out. They've had many of their digital advertising channels (paid search, display, affiliate) dialed in for years, but streaming video and radio have been top of mind as growth opportunities. Performance TV was a clear fit for them given their intense focus on measurement. While pure branding is important, they needed to test CTV in a way that tied back to tangible business results. We were excited to see such immediate return on the channel, and look forward to more testing and expansion in 2020 to track both online and in-store performance.”

Alexa Tierney

Group Account Director

Car Battery / Motor Oil Campaign Results

  • ROAS: 4X / 2X
  • Cost Per Visit: $4.23 / $4.33
  • Site Visit Rate: 0.82% / 0.75%
  • Cost Per Completed View: $0.06 / $0.05
  • Site Visits: 6,990 / 11,167

Bring on the Challenge

The aftermarket auto parts industry is notoriously competitive, with well-known rivals all striving for strong brick-and-mortar and online presence. This industry leader needed a way to differentiate from the competition and reach their audience with media that was impactful enough to compel a user to visit their website or store – and ignore the rest. With the massive uptick in streaming viewership, they realized there was an opportunity to go beyond just radio, display, or search ads and reach viewers over their Connected TV devices.

Enter SteelHouse

This industry leader turned to SteelHouse Performance TV to help them reach viewers while they streamed their favorite shows. They began by launching two campaigns; one with a focus on motor oil, and the other on car batteries. Leveraging high-quality video assets, Performance TV enabled them to tell their brand’s story for both sets of products in a compelling way, and feature offers that would get customers converting. 

Performance TV’s audience targeting capabilities were used to hone in on car enthusiasts, DIYers, competitors’ customers, and in-market users who were most likely to buy – and soon. The campaigns were then fully auto-optimized across networks to ensure ads were served to hit the advertiser’s performance goals. And as 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

Both the motor oil and car battery campaigns were a success thanks to SteelHouse Performance TV. The campaigns reached millions of households, with the battery-focused campaign driving over a 4X ROAS, with a cost per completed view of only $0.06. The motor oil campaign saw similar performance, with 2X ROAS and a cost per completed view of only $0.05. SteelHouse Performance TV was able to deliver broad reach and effective return for this industry leader – proving it could cut through the competition and deliver results.

“This brand is in an extremely competitive industry, and we've been looking for ways to help them stand out. They've had many of their digital advertising channels (paid search, display, affiliate) dialed in for years, but streaming video and radio have been top of mind as growth opportunities. Performance TV was a clear fit for them given their intense focus on measurement. While pure branding is important, they needed to test CTV in a way that tied back to tangible business results. We were excited to see such immediate return on the channel, and look forward to more testing and expansion in 2020 to track both online and in-store performance.”

Alexa Tierney

Group Account Director

Car Battery / Motor Oil Campaign Results

  • ROAS: 4X / 2X
  • Cost Per Visit: $4.23 / $4.33
  • Site Visit Rate: 0.82% / 0.75%
  • Cost Per Completed View: $0.06 / $0.05
  • Site Visits: 6,990 / 11,167

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