Over-the-top (OTT) advertising is becoming an increasingly important part of the marketing mix as more and more people shift their attention away from traditional television and towards streaming services. Programmatic OTT advertising allows brands to reach highly targeted audiences on…
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9-Figure Mattress Store Uses OTT Advertising & Geofencing To Sell More Furniture

A northeast furniture store with many locations wanted to think “outside the box” of traditional advertising so that they could formulate solutions to the many “pain points” in which the COVID pandemic was changing the landscape of doing business.  They were doing the traditional Google Ads, Facebook and TV Advertising.  To further complicate the challenges, the pandemic created inventory/supply chain shortages. Regardless, the furniture company still wanted a proactive approach to reaching in-market shoppers who were most likely to purchase mattresses and furniture. 

By utilizing our counsel, strategies and platforms for 6 months, they started with a $3,000 per month budget and for the past 21 months, their budget has fluctuated between $20,000 to $40,000 per month. 

Primary Challenges The Furniture Store Faced

COVID changed the landscape in how furniture businesses operate

Although the pandemic has affected so many in so many ways, the “spirit” and “attitudes” of this furniture brand allowed them to “fight and win” versus others who have adopted a “wait and see and hope to survive” attitude. Simply put, do nothing, get nothing.  SO they double downed on their digital advertising and sought on new strategies their competitor were not testing.

Supply chain made it tough to get product in on a consistent basis

One of the tremendous advantages to utilizing robust, digital strategies is the ability to be nimble. Digital media buys, pivots, tweaks and optimizations or even “wholesale” changes across the board can be implemented with speed, unlike traditional media buying and placements which can lag. The ability to be nimble allows the dealership to respond quickly to the fluctuating inventory from mattresses to other types of furniture

We were able to furniture and mattress shoppers accordingly, presenting relevant advertising messaging that would resonate with the audiences that mattered most to the multi-location store…at that time. We utilized a “multi-pronged” approach finding furniture buyers or those who have a “high-propensity for being in the market,” coupled with “creditworthiness” and we targeted them at their residences as well as other competitor furniture and mattress stores near their locations.

furniture store ott advertising

Using Addressable Residential Geofencing, this allowed the furniture brand to connect with shoppers during their “research” phase and via their online activities that indicate “intent to buy.”  So, those who think that only targeting or geofencing their competitors is a good strategy are normally sorely mistaken as they are too late to the party and their media spend is wasted.

This furniture store was able to influence the mattress shopper during their research phase so that our furniture store was the one of choice, first. Again, we would use this strategy mixing new mattresses along with coupon redemption codes.

Additionally, the furniture brand’s messaging would resonate with those who were in-market visiting another furniture store or researching mattress and furniture online.  So, the ability to identify different types of buyers and, in turn, serve advertising in the form of banners, display ads, pre-roll video and OTT/CTV Advertising was impactful. If you “entertain the brain, you turn shoppers into buyers.” Simple!

What Propellant Media Was Tasked With

The client didn’t simply want a straightforward geofencing campaign.  Instead, they wanted a holistic programmatic strategy that heavily focused on utilizing their video creative.

It’s imperative to note that a single tactic or strategy is not what wins the day. Instead, we develop a more “holistic” or well-rounded approach strategically. So we came up with the following tactics are deployed in a single campaign

Over A 90 Days Period…The Furniture Store Drove Over 900 Walk-ins To Their Furniture Store

furniture store ott advertisingThis “holistic” strategy allowed us to drive over 900 walk-ins to their furniture store over a 90-day period.  Storage managers were contacting the marketing team about people claiming the coupon codes and noticed the obvious increase in store sales during the advertising period.

The brand has expanded the marketing strategy to more store around the country and has allocated additional marketing dollars to this bucket of digital advertising.

Auto Dealership Uses OTT Advertising To Turnaround A Two Year Slump

The Challenge

A mid-western auto dealership wanted to think “outside the box” of traditional advertising so that they could formulate solutions to the many “pain points” in which the COVID pandemic was changing the landscape of doing business. To further complicate the challenges, the pandemic created inventory/supply chain shortages. Regardless, the dealership still wanted a proactive approach to winning business from the front of the house, with new & used auto sales, to the back of the house bolstering service revenue. Of course, we could jump into all kinds of metrics, numbers, etc. But the most telling number to note is that the dealership has been utilizing our counsel, strategies and platforms for TWO YEARS. They started with a $3,000 per month budget and for the past 21 months, their budget has fluctuated between $10,000 to $20,000 per month. Now, those are numbers we can all understand their meaning…success!

Core Strategy & Solutions We Implemented

COVID changed the landscape in how businesses operate

Although the pandemic has affected so many in so many ways, the “spirit” and “attitudes” of this dealership allow them to “fight and win” versus others who have adopted a “wait and see and hope to survive” attitude. Simply put, do nothing, get nothing!

New car inventory fluctuated from nearly impossible to get cars to sporadic influxes of product

One of the tremendous advantages to utilizing robust, digital strategies is the ability to be nimble. Digital media buys, pivots, tweaks and optimizations or even “wholesale” changes across the board can be implemented with speed, unlike traditional media buying and placements which can lag. The ability to be nimble allows the dealership to respond quickly to the fluctuating inventory from new cars versus used cars versus trucks. 

We were able to target auto buyers accordingly, presenting relevant advertising messaging that would resonate with the audiences that mattered most to the dealership…at that time. We utilized a “multi-pronged” approach finding car buyers or those who have a “high-propensity for being in the market,” coupled with “creditworthiness” and we targeted them at their residences. 

Using Addressable Residential Geofencing allows the dealership to connect with auto buyers during their “research” phase and via their online activities that indicate “intent to buy.” This preemptive strike is crucial due to the fact that 81% of those who show up at a dealership buy a car within 2 weeks.” So, those who think that only targeting or geofencing their competitors is a good strategy are normally sorely mistaken as they are too late to the party and their media spend is wasted.

Our dealership was able to influence the car buyer during their research phase so that OUR dealership was the dealership of choice, first. Again, we would use this strategy mixing new versus used car emphasis according to inventory. 

Additionally, the dealership’s messaging would resonate with those who only wanted to sell their car but not buy one. So, the ability to identify different types of buyers and, in turn, serve advertising in the form of banners, display ads, pre-roll video and OTT/CTV Advertising was impactful. If you “entertain the brain, you turn shoppers into buyers.” Simple!

Competition for used cars is brutal. Because dealerships have not had typical 60 to 120 day supplies of new car inventory and, thus, few new cars to sell, they also are not getting the normal flow of trade-ins helping to fill their used car inventory pipelines. As a result, the used car environment became “game-on” and letting the “highest bidder win at sky-rocketing prices” became the reality of the auto auctions. The dealership needed alternatives to securing used cars.

As stated previously, using a mix of strategies and putting the most horsepower on Addressable Residential Geofencing, the dealership is able to fill their used car inventory needs. If they need more cars, we target “car people” vs. “truck people.” 

The primary tactic for this purpose was Addressable Residential Geofencing, again, for the reasons previously mentioned. But, we didn’t stop there in our creative thinking. We deployed programmatic “keyword search retargeting,” targeting those who show intent for the subject matter by their online behavior by which they are using search words/terms relevant to the dealership’s offerings and services. Note, these searches are not “paid search,” like AdWords; rather, these searches occur throughout the rest of the internet on other search engines, subdirectories, etc. We also utilized “keyword contextual retargeting” (Think “research retargeting) in which the content, articles, blogs, other sites that the person is consuming is relevant to our dealerships offering. Of course, we throttled the “location line” to those doing these activities in our dealership’s “back yard.”

The primary focus here was on the creative. We made sure that in all of our tactical approaches, that the creative / messaging included a plug for “buying your used car, coupled with specific “service” video creative deployed via Programmatic Video (“Pre-roll”). These service advertisements would be targeted to specific audiences and or utilized in a rotation with the other advertising.

It’s imperative to note that a single tactic or strategy is not what wins the day. Instead, we develop a more “holistic” or well-rounded approach strategically. That means, many tactics are deployed in a single campaign–Geofencing, Addressable or Residential Geofencing, Keyword Search Retargeting, Keyword Contextual Retargeting, Site Retargeting, etc.

As we and the dealership are huge believers in data, all metrics are ported into a dashboard in which the dealership has access 24/7. Keeping an “eye on the prize” allows us, as a team, to maximize the dealership’s advertising spend in the most efficient manner. Additionally, our team conducts regular campaign reviews with the dealership reviewing the comprehensive data, including “walk-in visits.” Now, we can answer the age-old question:  “Did our advertising get someone in the door?”

Campaign & Client Results

With a well rounded strategy, we were able to deliver 160 walk-ins monthly and measure online conversions from those who saw the ads online and via OTT Advertising, and ultimately visited the website.  We continued to implemented other tactics including Youtube Advertising, which also impacted overall marketing efforts.

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Local State University Defies Expectations During Covid 19 At $10 Cost Per Lead

students or teenagers with files and diploma

The Challenge

This local university has a multi-million dollar marketing budget across their undergraduate and graduate programs.  Between the many competitors they have to face including prominent Georgia and Southeast Universities attracting new applicants and students has not been an easy task.  That in addition to the low brand recognition for the university, they have been slowly growing their presence, but needed new innovative tactics to help them reach the student profile that could thrive as students at their school as well as graduates.  That’s when they reached out to Propellant Media for guidance.

The Solution We Implemented

Our original statement of work included OTT/CTV Advertising and Streaming Radio/Spotify campaigns for undergraduate brand.  But as we continued to work together, they soon learned that our passion and partnership mattered just as much as the results.  It showed in our communication, our execution of campaigns, and bringing fresh ideas based on our prior experience with other colleges and universities we worked with.

Nine (9) Months into our client management approach, and supported by strong results, the University was proactively convinced to dramatically increase our SOW to include

  • Geofencing SAT & ACT locations as well as moments when the admissions team is visits certain recruitment events in the southeast
  • Full Funnel Google Ads campaign centered around brand & non brand keywords
  • Paid Social (LinkedIn & Facebook/Instagram) lead generation campaign
  • Focus on retargeting leads with urgency language to get them to convert into true applicants
  • Now handling their marketing plans for the Biz School and Multiple Grad Programs
  • Implementing a Full Funnel attribution model and tying advertising data to applicant and CRM data
  • All vital digital channels Google Adwords, Bing Ads, YouTube, Programmatic Display, lookalike modeling, CRM targeting, OTT/CTV, Pandora/Spotify, Twitch, LinkedIn, Facebook/Instagram

Results Of The Campaign

As we launched and took over the majority of the campaigns, we helped the client lower their cost per student lead which continued to hover at $10 – $20/student for their undergraduate institution.  Our highest peak of lead flow has grown to 2,800 leads per month.

And for the graduate programs, we helped decrease the cost per lead went from $1,100 to $250, thus filling up each department across all the grad programs at the University.  We currently manage over 25 graduate programs each with their own set of strategies.

We have been a partner with the institution for over 3 years and counting.

The University was featured in several publications highlighting the roughly 20% year over year growth despite COVID-19 and the expected increase in competition due to it.

Non Profit USA Water Polo Brings Marketing Awareness Youth & More Viewer

The Challenge For A National Brand Expanding Awareness

USA Water Polo, despite being a nationally recognized sport is not as recognized for recreational purposes.  Many kids and teenagers enjoying the sport of competitive swimming, but water polo as a sport pales in comparison other sports more recognized by Olympics and other national sports committees.

USA Water Polo knew they had a task on their hands with limited budget to achieve 3 things:

  • Reach youngsters who already have a passion for swimming to learn more about water polo
  • Get people to join the organization and even give back to the non profit
  • Get more eye balls watching water polo events throughout the county

After hearing about geofencing marketing and knowing they were not getting enough out of the Google Grant, the director of marketing wanted to deploy more sophisticated strategies to grow the brand  We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Marketing Mix For USA Water Polo Campaign

The team at Propellant Media developed a comprehensive  strategy of geofencing (YMCA’s and other locations people frequent for swimming), site retargeting, google ads (grant), pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

  • Geofencing Marketing – Our team built geo-fences around YMCA’s.  We did do this across the enter USA, but instead key cities that they truly wanted to raise their profile in including Texas and Florida.
  • Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 4 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
  • Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
    • water polo
    • polo olympics
    • water polo membership
    • open pools near me
    • public pools near me
  • Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram.  We’re not talking about building 1-mile radii circles on Facebook.  We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.  This campaign improved the overall effectiveness of the existing geofencing marketing campaign.

Results Of Geofencing & Google Ads Grant For

Below is the summary of actual results we produced for USA Water Polo.  They continued to get more eyeballs reaching their target audience, but more importantly we achieved macro conversion metrics desired by the organization including:

  • Conversions – Over 400 people who expressed an interest in joining the organization
  • Over 22 people who chose to give back to the organization
  • Over 3,000 clicks solely from the Meta campaign.

USA Water Polo continues to be a client with Propellant Media.

Large Hospital System Fills Up Nursing Positions With Geofencing Marketing & OTT Advertising

The Challenge For Medical Marketing Recruitment

A large hospital system on the west coast was looking to recruit more nurses including CNA’s, Traveling Nurses, and RN’s.  They haven’t ran Over The Top Connected TV Advertising or Geofencing Marketing in the past.  Given the stiff competition for nursing candidates, they realized they needed to both build their own brand recognition amongst nurses while also focusing on those who are in-market looking for nursing positions.

They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing nurses who may be interested in switching to their company.

After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts.  We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Marketing Mix For Nursing Recruitment Campaign

The team at Propellant Media developed a comprehensive 12-month strategy of geofencing, data targeting (nursing audiences), site retargeting, google ads, pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

  • Geofencing Marketing – Our team built geo-fences around competitor hospitals.  We believed that their core audience was already working at these locations, so serving ads to them would give us more exposure to thinking about switching to another hospital system.  We found additional ways to limit waste and prevent less ad serving to the patients.
  • Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 6 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
  • Pre Roll Video – Despite utilizing static display ads, we also deployed pre roll video with a nice testimonial video of one of the workers who’s been with the company for over 1 year further solidifying social proof and and adding another layer of creative ads to the mix.
  • OTT/CTV Advertising – Utilizing the same video ad types, we were able to gain exposure via streaming apps and websites with 15 and 30 second ad spots.
  • Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
    • cna jobs near me
    • nursing jobs near me
    • RN jobs near me
  • Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram.  We’re not talking about building 1-mile radii circles on Facebook.  We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.

Results Of The Geofencing Marketing Nursing Recruitment Campaign

This Hospital System in Denver, CO worked with Propellant Media for over a year.  Below were the results during that time.

Below is the summary of actual results we produced for the Hospital System.  The quote we received from the client was after implementation, their position were steadily filled up as a result of the omnichannel marketing and geofencing advertising campaign.

  • Conversions – 1,466 Application Landing Page Visits: healthcaresource.com 
  • OTT Video Views – 229K
  • YouTube Video Views – 189K
  • $101,170.74 Spend

Key Digital Channel Insight

  • Average Cost Per Conversion (Facebook/IG) – $33
  • Acreage Cost Per Conversion (Google Ads) – $173 (post conversion tracking).  Pre conversion tracking ($120).
  • Despite not tracking conversions via Google, we drove many conversions for CNA Jobs.
  • Top Google Ads keywords include (cna jobs near me, cna jobs, cna jobs denver, lpn jobs near me, cna hiring near me
  • Programmatic Audio & OTT/CTV turned off in October/November due to talent. Branding opportunities we took advantage of.
  • 15 Second Ads performed well on YouTube & OTT/CTV. Continued through the remainder of the campaign.
  • Average 94% Watch Rates For OTT/CTV

New Home Builder Drives In Person Visits With Propellant Media

The Challenge

A home developer was looking to drive potential buyers to visit new homes.  Their in house team was already leveraging Google Ads, Facebook Ads and other offline tactics to reach in-market home buyers.  They were tapping into the expensive Realtor.com app to do sponsored listings as well.  They enlisted the help of our team to run a mobile advertising campaign utilizing new geo-fencing with conversion zones technology and other programmatic tactics. The goal was to more precisely reach their target audience and track online-to-offline conversions while achieving a .1% CTR.

Lastly, we learned the client was leveraging TV Advertising, and they opened up to the idea of implementing an OTT Advertising campaign.

 

Solution

The team developed a comprehensive strategy of search retargeting, site retargeting, mobile geo-optimization, and geo-fencing with conversion zones.

  • Geofencing Marketing – Our team built geo-fences around home improvement stores, other communities that were for sales and under construction. We have over 100 locations we are actively geofencing for the home builder.
  • Addressable Geofencing – We leveraged their MLS list of homes for sale that fit their competitive set.  THey supplied 2000 – 3000 locations every 30 days.
  • Keyword Contextual/Search Retargeting – We used “homes for sale” type of terms in our effort to reach people in-market looking for homes.
  • Conversion Zone Tracking – With conversion zones around each of the new home developments. Additionally, the campaign utilized event targeting to reach users who attended a local college football game. After launch, our team made optimizations to improve campaign performance including blacklisting domains and updating the frequency cap to ensure proper delivery.
  • OTT/CTV Advertising – Our team was able to take the same video creative and implement an ott/ctv advertising campaign leverage the same addressable lists as well as the keyword contextual audiences, knowing that we use the power of our programmatic solutions with the impact of digital TV.

Results

This home builder has been working with Propellant Media for over 1.5 years.  But over the last 30 days, our team delivered 1.2 million impressions, 1,300 clicks, but most importantly, 577 geo-fence conversions, measuring the number of users who entered a targeting zone and then visited a new home development.

geofencing marketing real estate home builder results

In addition, the client was able to achieve a lower cost per impressions of $41 compared tot he $80 they were achieving with TV Advertising.  Below are samples of the placements they had via our targeting platforms.

OTT Advertising Reportsample streaming app for ott advertisingott advertising streaming apps

Local News Station Gets To 50 Percent Share Of Market

Depositphotos_195980966_l-2015

Overview

News stations have traditionally utilized methods of advertising including radio, TV, and even more TV.  As local news stations work to innovate and test new waters to gain local news market share, one local news station in the southeast decided to partner with our agency in an effort to shift focus to cutting edge digital advertising channels.  This local station in a top 25 market decided it was time to change course after remaining at 40 – 42% local news share in its viewing area.

Action

After coordinating with the creative director and the team at the news station, understanding top performing creative, and researching the demographics of the area, Propellant Media implemented a comprehensive digital marketing plan that constituted media buys and proactive granular digital execution during February and May sweeps, heavy weather periods, and other times throughout the year.  Our team leveraged several digital channels including:

Our team tied these channels into an analytics dashboard the news station creative team could view each morning during their team meetings as they went through heavy sweeps periods.

Results

After deciding to cut back from their offline channels including TV and Radio, and shift some of that spend to digital, the investment and reallocation proved to be a success.

The news station experienced six months of consecutive growth, claiming once again the #1 news position for morning, evening and late news.

They are the only station to grow year-to-year a 25-54.  They achieved a 48.2% local news share in the 22-county viewing area, breaking a three-year record. They also asserted its dominance in the area’s largest county with a 54% local news share.

They continued their dominance as the digital leader among local news providers.  Visits to the website were up 7% and page views increased 5% quarter-to-date. Their News and Weather App both continue to see an increase in downloads throughout the market.  They also have the largest local news station social footprint in the market.  Only 3 stations in the country are able to claim 50% of their local news viewing share market.

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