As the benefits of addressable TV advertising become clearer to advertisers, more are using the medium to reach high-value households relevant to them.
Outdoor living products brand TimberTech, for instance, wanted to increase purchase volume by advertising their newest decking product to a highly targeted audience. Working with Cadent, the brand uses addressable TV to precisely target high-value households most likely to be interested in its new product.
TimberTech’s research shows that homeowners don’t just want to keep up with the latest trend when it comes to outdoor living spaces; they want to be ahead of it by a mile. And the brand has to meet those homeowners wherever they look for information, consume media or get inspired for their next project.
The combined power of addressable and linear TV
TimberTech takes a two-fold approach: First, the brand uses data-driven linear TV to build awareness and connect with its wider base efficiently. And then, using addressable TV, TimberTech zeros in on homeowners in a target age and income range, as well as those who have recently moved or are in the market for a remodeling project.
The addressable ads pulse during key strategic sales periods in order to reach homeowners and remodelers when they’re ready to make a purchase. Simultaneously, the linear TV campaign shares always-on messaging via cable to a broader base and builds large-scale awareness of the TimberTech brand. By pulsing its addressable TV campaign with its data-driven linear TV campaign, TimberTech efficiently increases frequency among hand-raisers to drive both brand awareness and purchase intent during key sales periods.
Throughout the campaigns, Cadent tracks the data-driven linear and addressable advertising flights side-by-side, offering a big-picture understanding of TV’s role in the customer journey.
Jeanine Gaffke, CMO of TimberTech’s parent company, said the brand has a digital mindset when it comes to TV – just as digital mediums like display, social and mobile can finely target audiences with relevant messages in order to move the needle, so should TV.
“Addressable TV will now become part of our arsenal, and we’ll keep refining as we go along.” Jeanine said, adding, “We’re very pleased with what we’ve seen thus far, and we’re just as excited about what can happen in the future.”
By working with integrated advertising agency Two by Four and using Cadent Advanced TV Platform, TimberTech is able to seamlessly execute a national addressable campaign. Because TimberTech sees its partners as an extension of its team, Jeanine said that TimberTech chose Cadent as a partner for its alignment with TimberTech’s value system and its expertise in the market.
“With Cadent, we’re able to reach our core audience without any wasted impressions. We can articulate the benefits of our brand and product line in an attention-grabbing way to a highly-qualified audience.” – Jeanine Gaffke, CMO of TimberTech’s parent company
Cadent makes it simple to reach targeted national audiences at scale. Learn more about Cadent Platform and how addressable TV advertising can move the needle for brands.