Fireplace consideration among consumers is most prominent during ‘burn season,’ making this a core timeframe for HNG to capitalize on demand. From a media perspective, this meant it was critical for HNG to leverage channels that would not only increase awareness of the brand, but also highlight its core reasons to believe.
HHT considered television (TV) to elevate the HNG brand, which would provide ample options for both wide reach and placement among relevant home improvement content. But given the medium’s high price tags and limited flexibility, it became critical to understand how effective TV could be in achieving HNG’s marketing goals and business objectives. So, HHT and HNG turned to its trusted media partner, Collective Measures, to develop an approach to TV that would accomplish their upper-funnel goals while measurably gauging success.
After considering what TV format would be most effective in meeting HNG’s goals, Collective Measures recommended executing a three-month pilot over-the-top TV (OTT) test to build visibility leading up to ‘burn season’. OTT is highly-targetable media that can reach users with video ads on their mobile devices, personal computers, and connected TVs while consuming video content. This channel was prioritized over other TV formats given its ability to balance premium brand positioning with wide reach, show measurable performance results, and effectively target HNG’s core demographic and interest audience segments.
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