Extend Targeted Reach for Construction Distributor
The Challenge
A wholesale construction distributor felt limited in the number of TV networks on which it could efficiently reach its target audience. The company traditionally only had 4 networks on the plan because it thought those networks were the obvious options where it could reach viewers interested in its offering.
The Simulmedia Solution
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Custom Target
Execute a 2-week campaign designed to efficiently reach the client’s custom target of blue collar workers in the field of construction, installation, maintenance or repair.
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Prediction
Use data to find those custom target viewers outside of the contextual networks on which the advertiser was currently running.
The Results
40%
Simulmedia was 40% more efficient at reaching the custom target, compared to the campaign’s average Cost per Thousand Reached.
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1M
Simulmedia extended the campaign’s custom target reach by nearly 1M viewers, more than all the other networks on the plan combined.
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41
Simulmedia found this niche target on 41 networks, 39 of which were new to the plan.
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5M
Simulmedia reached nearly 5M M25-54, more than any other network on the plan.
Future Optimization
Simulmedia analyzed the campaign’s performance to further optimize future campaigns, and identified opportunities to:
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Reallocate budget from the less efficient networks to Simulmedia to further extend the campaign’s reach.
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Develop a companion campaign targeting women to drive traffic to their in-store showrooms.