Client Objective

An industrial services brand partnered with Strike Social to expand brand visibility in metro markets through Connected TV placements. The primary goal was to maximize awareness and control ad costs across a multi-quarter campaign, even as political and retail advertising pressures began to increase in Q2 and Q3.

To meet this goal, Strike Social launched a YouTube CTV-first strategy, focusing delivery on YouTube TV and Connected TV placements while applying dynamic bid pacing and category-level targeting.

The brand, a leader in home improvement and plumbing services, sought to reach at-home decision makers while navigating seasonal ad cost surges during events like Mother’s Day, Prime Day, and the 4th of July. YouTube’s Connected TV inventory offered an opportunity to efficiently reach high-intent audiences during these competitive periods.

13%

Achieved lower CPM vs. guaranteed benchmark

115%

Impressions delivered exceeded the target

14%

Efficiency achieved on ads served on YouTube TV

How YouTube CTV Placements Drove Efficient Reach

• Localized Targeting for Service Relevance: Strike Social leveraged zip-level exclusions and household-level targeting to ensure the campaign only served impressions within the brand’s coverage zones. Audience segments included homeowners, household income segments, and home services interest categories.

• High-Performing CTV Placements: Over 90% of ad delivery was dedicated to Connected TV devices. The campaign reached YouTube app users across mobile, desktop, tablet, and CTV, with more than 600,000 impressions delivered specifically to YouTube TV. Notably, 50% of these CTV impressions were concentrated in high-performing verticals like entertainment and sports.

• Data-Driven Performance Monitoring: Using Strike Social’s proprietary ad tech, the team executed over 9,000 optimizations throughout the campaign. Bid pacing, audience segments, and platform placements were continuously adjusted to keep CPMs low. These real-time adjustments helped achieve a total 13% CPM efficiency and sustained performance even as political ad spending surged.