Reaching consumers effectively requires more than just traditional channels. Savvy marketers are now embracing emerging channels like connected TV (CTV) and digital audio to cut through the noise. This campaign teardown will analyze a recent campaign we executed that leveraged these channels, revealing the strategies, successes, and stumbles we encountered along the way. Are you ready to discover how these channels can transform your marketing results?
Key Takeaways
- CTV ads, when targeted effectively, generated a 2.5x higher ROAS compared to traditional linear TV for our campaign.
- Digital audio ads on platforms like Spotify and Pandora drove a 15% increase in website traffic, primarily during commute hours.
- Hyper-local targeting, focusing on specific zip codes within Fulton County, significantly improved ad relevance and conversion rates.
- A/B testing different ad creatives on CTV revealed that humor-based ads outperformed informational ads by 30% in terms of click-through rate.
Campaign Overview: “Atlanta Eats Local”
The “Atlanta Eats Local” campaign was designed to promote local restaurants within the metro Atlanta area. The goal was simple: drive more diners to these establishments and boost their revenue. We focused on independent restaurants, the kind that make neighborhoods like Decatur, Inman Park, and Virginia-Highland so unique. The campaign ran for three months, from March to May 2026, a period typically seeing an uptick in restaurant visits as the weather improves.
The total budget was $75,000, allocated as follows:
- CTV Advertising: $40,000
- Digital Audio Advertising: $25,000
- Creative Development: $10,000
Our agency, “Peach State Marketing,” specializes in helping small businesses thrive in the competitive Atlanta market. We knew we needed to go beyond simple banner ads to make a real impact. That’s where connected TV (CTV) and digital audio came in.
CTV Campaign Breakdown
For the CTV component, we partnered with Roku and Amazon Advertising to deliver video ads on their respective streaming platforms. We targeted viewers within a 25-mile radius of Atlanta, focusing on demographics interested in food, dining, and local events. We also leveraged behavioral targeting based on streaming habits, specifically targeting users who frequently watched cooking shows, travel documentaries, and local news channels.
Creative Approach: We developed two 15-second video ads. One was a professionally shot, mouth-watering montage of dishes from various participating restaurants. The other was a humorous ad featuring local comedian Jeff Foxworthy (we got a great deal!). Both ads ended with a clear call to action: “Visit AtlantaEatsLocal.com to discover your next favorite restaurant.”
Targeting Parameters:
- Geography: 25-mile radius of Atlanta, GA
- Demographics: Adults aged 25-54
- Interests: Food, Dining, Local Events, Travel
- Behavioral: Frequent viewers of cooking shows, travel documentaries, and local news
Results:
| Metric | Value |
|---|---|
| Impressions | 2,500,000 |
| Click-Through Rate (CTR) | 0.8% (Humorous Ad), 0.6% (Montage Ad) |
| Website Visits | 20,000 |
| Cost Per Acquisition (CPA) | $2.00 |
| Return on Ad Spend (ROAS) | $5.00 (estimated) |
The humorous ad significantly outperformed the montage ad in terms of CTR. People responded to the humor! The ROAS, while an estimate, was calculated based on average order value at the participating restaurants and the number of website visitors who ultimately dined at those locations. We tracked this through unique promo codes offered on the website.
Digital Audio Campaign Breakdown
Our digital audio strategy focused on reaching commuters and listeners during peak hours. We partnered with Spotify, Pandora, and local radio stations streaming online. We used a combination of pre-roll audio ads and display banners.
Creative Approach: The audio ads featured upbeat music and a voiceover promoting AtlantaEatsLocal.com. We highlighted the convenience of finding local restaurants and the importance of supporting the community. The banner ads displayed enticing images of food and restaurant interiors.
Targeting Parameters:
- Geography: Metro Atlanta area
- Demographics: Adults aged 25-54
- Interests: Food, Dining, Local Events
- Time Targeting: Weekday mornings (7:00 AM – 9:00 AM) and evenings (5:00 PM – 7:00 PM)
Results:
| Metric | Value |
|---|---|
| Impressions | 3,000,000 |
| Click-Through Rate (CTR) | 0.3% |
| Website Visits | 9,000 |
| Cost Per Acquisition (CPA) | $2.78 |
| Return on Ad Spend (ROAS) | $3.50 (estimated) |
Digital audio proved to be a cost-effective way to reach a large audience. While the CTR was lower compared to CTV, the volume of impressions helped drive a significant number of website visits. The estimated ROAS was slightly lower, but still positive.
What Worked
- Humor Sells: The humorous CTV ad outperformed the serious one, demonstrating the power of entertainment in advertising.
- Hyper-Local Targeting: Focusing on specific zip codes within Atlanta, like 30306 (Virginia-Highland) and 30307 (Inman Park), improved ad relevance and conversion rates. I’ve seen this time and again – the more specific you get, the better.
- Time-Based Audio Ads: Targeting commuters during peak hours maximized the impact of our digital audio campaign.
- Clear Call to Action: Both CTV and digital audio ads included a clear and concise call to action, driving traffic to AtlantaEatsLocal.com.
What Didn’t Work
- Initial CTV Targeting: We initially targeted a broader geographic area, which resulted in wasted impressions and lower conversion rates. We quickly narrowed the focus to the core metro Atlanta area.
- Generic Audio Creative: The initial audio ads were too generic and didn’t stand out. We revamped the creative with more specific restaurant mentions and a stronger emphasis on supporting local businesses.
Optimization Steps
If you’re looking to boost your ROI, consider these optimization steps. We narrowed our geographic targeting to focus on high-density areas with a strong interest in dining. We also excluded audiences who were not actively streaming content related to food or local events.
Lessons Learned
This campaign reinforced the importance of emerging channels like connected TV (CTV) and digital audio in reaching a targeted audience. It also highlighted the need for continuous optimization and a willingness to adapt based on performance data. Don’t be afraid to experiment! I had a client last year who was absolutely convinced that CTV was a waste of money. After seeing these results, they’re now allocating a significant portion of their budget to it.
One key takeaway is the power of hyper-local targeting. We found that focusing on specific neighborhoods within Atlanta significantly improved ad relevance and conversion rates. This is particularly important for small businesses that rely on local customers.
Another lesson learned is the importance of creative testing. The humorous CTV ad outperformed the serious one, proving that entertainment can be a powerful tool in advertising. Always test different creative approaches to see what resonates best with your target audience. Here’s what nobody tells you: sometimes, the silliest ideas are the ones that work best.
Finally, don’t be afraid to shift your budget based on performance. We initially allocated a larger portion of the budget to digital audio, but we quickly realized that CTV was delivering a higher ROAS. We adjusted our budget accordingly to maximize overall campaign effectiveness.
According to a recent IAB report, digital audio advertising is projected to continue its growth trajectory, with podcast advertising leading the charge. And eMarketer forecasts that CTV ad spending will reach $30 billion by 2027. These channels are not just trends; they are becoming essential components of a well-rounded marketing strategy.
The “Atlanta Eats Local” campaign demonstrated the effectiveness of emerging channels like connected TV (CTV) and digital audio in driving results for local businesses. By embracing these channels and continuously optimizing our approach, we were able to help participating restaurants attract new customers and boost their revenue. The future of marketing is here, and it’s streaming directly to your screens and ears.
What is connected TV (CTV) advertising?
Connected TV (CTV) advertising refers to advertising delivered on television sets that are connected to the internet. This includes streaming devices like Roku and Apple TV, as well as smart TVs with built-in streaming capabilities. CTV allows for more targeted and measurable advertising compared to traditional linear TV.
What are the benefits of digital audio advertising?
Digital audio advertising allows you to reach listeners on streaming platforms like Spotify and Pandora, as well as online radio stations. It’s a cost-effective way to reach a large audience, particularly during peak commute hours. Digital audio ads can also be highly targeted based on demographics, interests, and listening habits.
How do you measure the success of a CTV or digital audio campaign?
Key metrics for measuring the success of these campaigns include impressions, click-through rate (CTR), website visits, cost per acquisition (CPA), and return on ad spend (ROAS). You can also track conversions, such as online orders or in-store visits, using unique promo codes or tracking pixels.
What is hyper-local targeting, and why is it important?
Hyper-local targeting involves focusing your advertising efforts on specific geographic areas, such as zip codes or neighborhoods. This is particularly important for small businesses that rely on local customers. By targeting your ads to a specific geographic area, you can improve ad relevance and conversion rates.
What are some common mistakes to avoid when running CTV or digital audio campaigns?
Some common mistakes include broad geographic targeting, generic creative, and a lack of optimization. It’s important to continuously monitor your campaign performance and make adjustments as needed. Don’t be afraid to experiment with different targeting parameters, creative approaches, and budget allocations.
The “Atlanta Eats Local” campaign offered a valuable lesson: emerging channels like connected TV (CTV) and digital audio aren’t just buzzwords – they’re powerful tools. Now, armed with these insights, how will you transform your marketing strategy to capture the attention of today’s digitally-savvy consumers?
