Over-the-Top TV for Hearth & Home Technologies

Hearth & Home Technologies (HHT) is a hearth industry leader and home to several fireplace brands. Amidst the pandemic-driven surge in home remodeling activity, it was vital for HHT’s flagship brand, Heat & Glo (HNG), to capitalize on the ever-increasing demand, especially leading up to the peak seasonality in September – November known as ‘burn season’.

Case Study Snapshot

Client: Hearth & Home Technologies

Industry: Home Improvement

The Challenge

Driving awareness and consideration during key seasonality.

The weather outside is frightful…and the fire is so delightful.

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.

fter 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.

Our OTT test included:

Programmatic buy through Collective Measures’ internal trade desk which integrated with HNG’s programmatic native ads
Direct buy with DiscoveryGo, which included the HGTV network and the network’s proprietary programming
Market test comparing performance of seven ‘light’ markets running OTT against seven ‘dark’ markets without OTT to gauge the impact of the channel on the customer journey

Proof

Over the 90-day period, OTT proved to be highly effective across all objectives.

23%

Programmatic OTT test drove 23% reach against the estimated home remodeler audience at a cost-effective $38 CPM.

72%

Compared to the three months before the campaign, markets with OTT yielded an 72% increase in organic traffic.

93%

Markets with OTT yielded a 93% increase in search volume on branded terms compared to three months before the campaign.

66%

Users exposed to the native campaign running tangential to OTT were 66% more likely to convert when also exposed to OTT messaging.

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