Turning CTV constraints into a 25% efficiency gain

About the advertiser 

John Moore Services, in partnership with Stackrabbit, is a plumbing, HVAC, and pest control company based in Houston, TX that has been in business for longer than 50 years. Historically, the client has had a strong traditional media presence in the market across broadcast and cable for driving appointments and revenue.

The challenge

The client has been adding Connected TV (CTV) into their marketing mix to (1) expand message exposure and drive awareness among cord-cutters unlikely to have seen local broadcast campaigns, and (2) move users down the funnel from awareness to lower-funnel activity like site visits and service bookings. Household-level attribution reporting is utilized to measure post-exposure site visits and conversions stemming from CTV, helping inform performance against the secondary KPI.

Required targeting layers on the CTV buy present challenges for both available scale and performance. Aside from audience targeting users A40+ and high HHI/excluding low credit scores, the buy requires restrictive zip-level geo targeting to run CTV only in the client's top zip codes for historical revenue.

On the supply side, the buy is for specific app/programming criteria: (1) premium CTV streaming apps, (2) Home & Garden-related content, (3) Local News, and (4) Live Sports.

The combination of audience targeting, geography, and desired inventory has historically created a difficult dynamic: purchasing CTV through Deal IDs has required aggressive bidding above Private Marketplace (PMP) floor prices to maintain pacing and scale, directly inflating campaign costs and compressing ROI.

The solution

Peer39's pre-bid CTV offering provided an alternative approach using custom pre-bid categories to reach Premium services, Home & Garden content, and Live Sports, and the off-the-shelf Local News category. This delivered the right audiences at a sustainable cost basis.

The results

• 19% lower cost-per-site-visit from CTV compared to the previous 5-month period, improving overall campaign ROI

• 13% improvement in total campaign spend efficiency

• 22% more cost-efficient performance from Peer39 pre-bid line items vs. the overall CTV campaign average, and 25% more efficient than Deal ID-based line items in aggregate