CTV & Audio Ads: Appliance Store’s Sales Surge

Are you ready to expand your marketing horizons beyond the typical social media and search engine strategies? Exploring and emerging channels like connected TV (CTV) and digital audio can unlock a whole new level of engagement and ROI. But how do you effectively integrate these channels into your existing marketing plan and see real results? We will dissect a real-world campaign to show you how it’s done.

The Campaign: Local Appliance Store Drives Sales with CTV and Digital Audio

Let’s break down a recent marketing campaign we executed for “Appliance Solutions,” a regional appliance retailer with three locations across metro Atlanta – Buckhead, Midtown, and Alpharetta. They were looking to increase foot traffic and online sales in a competitive market dominated by national chains. Their existing strategy relied heavily on print ads in the Atlanta Journal-Constitution and limited Google Ads. We felt they were missing a huge opportunity.

The Challenge: Appliance Solutions needed to reach a specific audience – homeowners aged 35-65 with an interest in home improvement and a propensity to purchase new appliances – efficiently and effectively. Their current campaigns were not delivering the desired results, and they were struggling to compete with the larger national retailers who had deeper pockets.

Our Solution: We proposed an integrated campaign leveraging the power of connected TV (CTV) and digital audio, combined with targeted display ads. The goal was to increase brand awareness, drive traffic to their physical stores, and boost online sales. We allocated a budget of $75,000 for a three-month campaign.

Strategy & Targeting

We started by defining our target audience. Using first-party data from Appliance Solutions’ existing customer database, combined with third-party data from providers like Experian Marketing Services, we created detailed audience segments based on demographics, interests, purchase history, and online behavior. This allowed us to target households within a 20-mile radius of each store location.

For CTV, we focused on reaching viewers streaming content on platforms like Hulu, Sling TV, and Roku Channel. We utilized advanced targeting options within these platforms, including:

• Demographic targeting: Age, income, household size
• Interest-based targeting: Home improvement, cooking, technology
• Behavioral targeting: Recent online searches for appliances, visits to competitor websites
• Contextual targeting: Targeting viewers watching shows related to home improvement or cooking shows.

For digital audio, we targeted listeners on platforms like Spotify, Pandora, and iHeartRadio. We used similar targeting parameters as CTV, focusing on reaching listeners during their commute, at home, or while engaging in activities related to home improvement. We also used geo-fencing to target listeners within the vicinity of Appliance Solutions’ store locations.

Creative Approach

We developed a series of visually appealing and engaging video ads for CTV, showcasing Appliance Solutions’ wide selection of appliances, highlighting their competitive pricing, and emphasizing their exceptional customer service. The ads featured real customers sharing their positive experiences with the store.

For digital audio, we created a series of concise and informative audio ads that highlighted the same key messages as the video ads. We used a professional voiceover artist and incorporated a catchy jingle to make the ads memorable. Each ad included a clear call to action, encouraging listeners to visit the store or browse their website. I remember one particular ad that featured a local Atlanta voice actor, and he really nailed the tone we were going for – friendly, knowledgeable, and trustworthy.

Campaign Execution

The campaign ran for three months, from March 1, 2026, to May 31, 2026. We allocated 60% of the budget to CTV and 40% to digital audio, based on the perceived reach and engagement potential of each channel. We used a combination of programmatic advertising and direct buys to secure ad placements on the targeted platforms.

Throughout the campaign, we closely monitored the performance of the ads, tracking key metrics such as impressions, reach, frequency, click-through rates (CTR), conversion rates, and cost per acquisition (CPA). We used the data to optimize the campaign in real-time, adjusting targeting parameters, ad creatives, and bidding strategies to maximize results.

What Worked

The CTV component of the campaign delivered strong results, particularly in driving traffic to Appliance Solutions’ physical stores. We saw a significant increase in foot traffic during the campaign period, with a noticeable spike on weekends. The ability to target viewers based on their interests and behaviors proved to be highly effective in reaching the right audience.

The digital audio ads also performed well, especially in generating online sales. We saw a significant increase in website traffic and online conversions during the campaign. The use of a catchy jingle and a clear call to action helped to drive engagement and encourage listeners to take action. A report by the IAB found that audio ads with strong calls to action can increase purchase intent by 12%.

Here’s a breakdown of the results:

What Didn’t Work (And How We Fixed It)

Initially, we noticed that the digital audio ads had a lower click-through rate (CTR) compared to the CTV ads. After analyzing the data, we realized that the initial audio ads were too long and didn’t grab the listener’s attention quickly enough. We shortened the ads, focusing on the most important information and incorporating a more compelling opening hook. We also A/B tested different voiceover artists and jingles to find the most effective combination. This adjustment led to a 20% increase in CTR for the audio ads. Believe me, A/B testing is your friend. Don’t assume you know what will work best.

Another challenge we faced was accurately tracking the impact of the campaign on in-store sales. While we saw an increase in foot traffic, it was difficult to directly attribute it to the CTV and digital audio ads. To address this, we implemented a post-campaign survey, asking customers how they heard about Appliance Solutions. This provided valuable insights into the effectiveness of the campaign in driving in-store visits.

Campaign Results

Overall, the campaign was a success, exceeding Appliance Solutions’ expectations. We achieved the following results:

• Increased brand awareness: Website traffic increased by 40%, and social media engagement increased by 25%.
• Drove traffic to physical stores: Foot traffic increased by 15% across all three locations.
• Boosted online sales: Online sales increased by 20%.
• Improved ROAS: The campaign generated a return on ad spend (ROAS) of 3.5x.

The Cost Per Lead (CPL) came in at $55, which was within the target range of $50-$60. Appliance Solutions was thrilled with the results and decided to increase their budget for the following quarter to further expand their CTV and digital audio efforts. I remember having a celebratory lunch with the Appliance Solutions team at The Iberian Pig in Buckhead after seeing those results – definitely a win for everyone!

Key Learnings

This campaign highlighted the power of and emerging channels like connected TV (CTV) and digital audio in reaching a targeted audience and driving measurable results. Here’s what we learned:

• First-party data is crucial: Leveraging Appliance Solutions’ existing customer data allowed us to create highly targeted audience segments, increasing the effectiveness of the ads.
• Creative matters: Engaging and visually appealing ad creatives are essential for capturing the attention of viewers and listeners.
• Optimization is key: Continuously monitoring and optimizing the campaign based on performance data is critical for maximizing results.
• Attribution is challenging but essential: Implementing strategies to accurately track the impact of the campaign on both online and offline sales is crucial for demonstrating ROI.

Don’t be afraid to experiment with new channels! While Google Ads and social media are important, exploring and emerging channels like connected TV (CTV) and digital audio can give you a competitive edge and help you reach a wider audience. Just make sure you have a clear strategy, a well-defined target audience, and a willingness to adapt and optimize based on data. That’s the key to success in today’s crowded marketing landscape.

So, are you ready to take the plunge and explore the potential of and emerging channels like connected TV (CTV) and digital audio for your business? It’s time to break free from the traditional mold and embrace the future of advertising. If you are ready to boost your ROI, consider a campaign teardown for owners.

To make sure you are maximizing your ad spend, it’s important to stop guessing and start growing.

Want to learn more about how to reach new audiences? Check out our article on CTV & audio ads.