CTV Case Study: Industrial Service Brand Achieves 13% Cost Efficiency with Connected TV Placements

In this CTV case study, a leading national industrial services brand aimed to drive efficiencies in its ongoing brand awareness campaign. Strike Social achieved a 13% cost efficiency improvement over guaranteed rates by leveraging YouTube’s Connected TV inventory through auction. Utilizing a data-driven proprietary tool, the team closely monitored the campaign and made precise bidding adjustments to optimize performance at every stage.

Expanding Reach and Managing Costs with YouTube CTV Ads

The industrial service brand—well-known for its plumbing and home improvement services—set out to increase brand awareness while maximizing cost-efficiency over a 6-month campaign. Although a national leader in its field, the brand sought to broaden its digital reach by targeting YouTube app users and YouTube TV audiences through In-Stream Non-Skippable ads.

A key challenge for the brand was the campaign’s overlap with peak retail seasons such as Mother’s Day, Prime Day, and the 4th of July, which typically cause higher ad costs. To address this, Strike Social saw an opportunity in Connected TV to reach audiences in their homes. The team worked closely with the brand to broaden its advertising strategy to include YouTube TV and YouTube CTV ads, successfully managing costs throughout the busy ad season.

Throughout Q2 and Q3, as political ad spending increased, Strike Social helped maintain competitive CTV advertising rates, achieving overall CPM efficiency across all placements.

Campaign Strategy and Execution

To maximize brand recognition and recall, Strike Social employed In-Stream Non-Skippable campaigns, which allowed us to utilize various placements that YouTube can reach, such as YouTube app users on mobile, desktop, tablets, and YouTube CTV. 

The campaign budget was strategically allocated to both the YouTube app and YouTube CTV placements to capitalize on the brand’s target geo-location—one of the most populous regions in the U.S. and home to a substantial Connected TV user base.

Given the brand’s focus on home services, the campaign employed audience targeting aligned with home improvement, sewer and plumbing services, and home renovation segments. Through continuous optimizations, we delivered over 600,000 impressions to YouTube TV viewers. Notably, 50% of the CTV ad impressions were concentrated on entertainment and sports channels on YouTube TV. Utilizing insights from our proprietary tool, we refined the targeting to reach viewers most likely interested in the brand’s offerings based on their viewing habits and household needs.

As a result, the campaign delivered an 11% improvement in CTV CPM cost-efficiency (vs. mobile placements) while achieving a 13% total cost-efficiency for the entire campaign. These strong results underscores the effectiveness of CTV in both reaching the target audience and driving down overall advertising costs.

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Although YouTube TV advertising is relatively new, this case study illustrates how adeptly integrating them into digital marketing strategies can yield favorable results.

With Strike Social’s expertise and technology, brands can steer through the political ad spending season and the major 2024 holidays, maximizing the potential of CTV placements to achieve substantial cost savings.

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