Connected TV Campaign Reaches Homeowners

Someone doing calculations with a piece of paper, analytics, and a calculator.

Marketing a Financial Product to Homeowners

ThomasARTS was looking to drive users to sign up for a Home Equity Line of Credit for their client, Zions Bank. In an awareness campaign, ThomasARTS worked with StackAdapt to gain incremental reach using connected TV (CTV) retargeting. Zions Bank effectively targeted homeowners, leading to a 0.15% CTR and 90% viewability throughout the campaign.

Solutions Used

Tactics to Drive Home Equity Line of Credit Sign-Ups

To achieve their goals for the campaign, ThomasARTS leveraged CTV, video, and display channels in their prospecting and retargeting efforts. To reach the right audience they leveraged several tactics, including:

Connected TV

Worked with StackAdapt to build custom deals to access local news stations in Idaho and Utah ahead of the campaign.

Video

Browsed audience catalogs and selected segments that fit the market, targeting users who were homeowners.

Retargeting

Tracked users who completed a CTV or video ad, as well as users who clicked on a display ad, and retarged those users.

ThomasARTS Campaign Drives Over 700K Impressions

Within a short campaign flight duration, they increased incremental reach for Zions Bank’s Home Equity Line of Credit product by over 50,000 users through CTV. They sustained awareness through video while maintaining a low CPCV, and drove qualified users into the lower funnel to be retargeted through display advertising tactics.

Clicks

21,197

CTR

0.15%

Unique Impressions

727,570

Viewability

90%

Cash Meyerhoffer

Media Director

ThomasARTS

“ThomasARTS and Zions Bank have partnered with other DSPs in the past, and we struggled to find the volume of impressions and quality traffic that we were looking for. StackAdapt’s ability to consistently drive impressions through impression and click retargeting has helped us achieve quality retargeting efforts when we’ve been unable to do so in the past.”