“If you want something new, you have to stop doing something old.” – Peter Drucker
Home Improvement companies have long relied on the brand-building capabilities of various direct and indirect marketing campaigns to drive consumer interest. However, many companies are beginning to realize that through targeted pre-roll advertising, they can achieve a substantially higher ROI at a much lower cost.
The Future of Advertising: Targeted Pre-Roll Advertising
Pre-roll advertising marries the sight, sound, and motion of television with the address-ability and accountability of digital media.
According to an article on Wired.com, TV viewing over the internet grew by 388 percent in mid-2014 compared to the same time in 2013. As the cable television market continues to decline, it’s no surprise that targeted pre-roll advertising has hit a sweet spot in the Home Improvement industry.
Targeted pre-roll advertising allows a business
to display their video advertisements to individuals that meet specific demographic and geographic criteria. From concept to fulfillment, DisplayGIANT can ensure that targeted pre-roll advertising will help drive more traffic to your website, increase brand awareness, and generate more leads.
A window installation company in Florida used video pre-roll to target local customers near their location in Miami. They used 15-30 second, non-skippable video ads targeting only local Homeowners with Household Income of $50,000 or higher. The video ads were viewed by nearby residents visiting both local and national highly trafficked websites focused on sports, news, entertainment, lifestyle, finance, technology, and shopping. These short video ads played before the viewer watched the video they were intending to see on a particular website.
The full advertisement was seen 82% of the time producing a 15x greater ROI than previous marketing efforts.
The video campaign drove a 36% increase in site visits and a 29% increase in unique visits to the site.
The Window Installation company’s’ ad played 111,632 times over a 7 day period. A total of 1,019 viewers clicked on the video ad, which then directed them to the dealer’s website. The cost per click was equal to the average of PPC for this target market and demographic, but with some additional benefits. First, unlike traditional static black and white text ads in PPC (that don’t get seen unless the consumer clicks on the ad), targeted pre-roll video ads play automatically when the consumer visits the page. Second, the full video ad was seen 80 percent of the time, separate from the direct video clicks, which equals 89,306 full video plays. This is 15 times greater than previous marketing efforts, where a static black and white text ad is only seen five percent of the time.
Talk with a Pre-Roll Expert at DisplayGIANT
Most video campaigns start with a wing and a prayer. Rather than knowing who you are marketing to, you can only hope your ad will reach the right audience. Display Giant offers state-of-the-art, real-time analytics. Want to know what area is getting the most views? How many people are clicking through to your website? We can provide this information, and so much more. Contact a media placement expert at DisplayGIANT to learn more about how pre-roll can benefit your home improvement company 800-547-8080.