The marketing team at “Sweet Southern Treats,” a local bakery chain with three locations near the intersection of Peachtree and Piedmont in Atlanta, was stumped. Their social media ads weren’t bringing in the foot traffic they used to. Were they destined to watch their delicious peach cobblers gather dust? The answer, as they soon discovered, involved embracing and emerging channels like connected TV (CTV) and digital audio. How can these platforms transform a struggling local business into a booming success story, marketing its way to the top?
Key Takeaways
- CTV advertising, though seemingly expensive, can be highly targeted and cost-effective when focusing on specific demographics and local zip codes, potentially reducing cost per acquisition by 30%.
- Digital audio ads on platforms like Spotify and Pandora allow for granular targeting based on listening habits and interests, leading to increased brand recall compared to traditional radio advertising.
- Combining CTV and digital audio with existing social media efforts creates a synergistic effect, amplifying brand messaging and driving measurable results like increased website traffic and in-store sales.
Sweet Southern Treats had always relied on a simple marketing mix: local newspaper ads (remember those?), flyers, and a basic Facebook page. That worked for a while, but as more bakeries opened in the Buckhead and Midtown areas, their old methods started to crumble. Their marketing manager, Sarah, knew they needed a change. I remember Sarah calling me, practically in tears, saying, “We’re losing customers left and right!”
The problem wasn’t the product. Their pecan pies were legendary. The problem was visibility. They weren’t reaching the right people at the right time. So, we decided to explore connected TV (CTV) advertising. CTV, for those unfamiliar, refers to watching streaming content on your television via devices like Roku, Apple TV, or smart TVs. Think of it as television advertising, but smarter. According to a recent IAB report CTV ad spend is projected to continue its rapid growth, making it a channel too important to ignore.
Initially, Sarah was hesitant. CTV seemed expensive. “We’re a small bakery, not Coca-Cola!” she exclaimed. But I explained the beauty of CTV: hyper-local targeting. We could target households within a specific radius of each Sweet Southern Treats location, even down to the zip code. We could also target based on demographics, interests (foodies, dessert lovers), and even viewing habits (people who watch cooking shows). The precision is unlike anything traditional television advertising offers.
We started with a small budget and a simple video ad: a mouthwatering close-up of their signature peach cobbler, set to some upbeat Southern music. The ad ran on Hulu and Peacock during popular cooking shows and local news broadcasts. We used Roku‘s Ad Manager to set up the campaign, carefully defining our target audience and geographic parameters. We also implemented conversion tracking to monitor website visits and in-store traffic attributed to the CTV ads.
But CTV wasn’t the only answer. We also needed to address the “on-the-go” audience. That’s where digital audio came in. Think Spotify, Pandora, and other streaming music services. People listen to these platforms while commuting, working out, or just relaxing at home. It’s a captive audience, and with the right targeting, we could reach potential customers with relevant messages.
We crafted a series of short, engaging audio ads that highlighted Sweet Southern Treats’ daily specials and promotions. The ads ran on Spotify and Pandora, targeting users in Atlanta who listened to genres like “Country,” “Pop,” and “Easy Listening.” We also targeted users who had shown an interest in food and dining. Spotify‘s ad platform, for example, offers robust targeting options based on demographics, interests, and even real-time activity (like whether someone is currently at the gym).
One of the biggest advantages of digital audio is its ability to drive action. We included a clear call to action in each ad: “Visit Sweet Southern Treats today and mention this ad for 10% off your purchase!” We also used Pandora‘s interactive audio ads, which allowed listeners to click through to Sweet Southern Treats’ website directly from the ad.
Here’s what nobody tells you: It’s not enough to just run ads. You need to track your results meticulously. We used a combination of tools, including Google Analytics, UTM parameters, and in-store surveys, to measure the effectiveness of our CTV and digital audio campaigns. We tracked website traffic, online orders, and in-store sales, attributing each conversion to the specific ad campaign that drove it. We even asked customers how they heard about Sweet Southern Treats to get a better understanding of the impact of our marketing efforts.
And here’s the case study breakdown:
- Client: Sweet Southern Treats (Atlanta bakery chain)
- Challenge: Declining foot traffic and stagnant sales
- Solution: Implemented targeted CTV and digital audio advertising campaigns
- Platforms: Roku, Hulu, Peacock, Spotify, Pandora
- Timeline: 3 months
- Budget: $5,000 per month (split between CTV and digital audio)
- Targeting: Local zip codes, demographics (age, income), interests (foodies, dessert lovers), viewing/listening habits
- Results:
- Website traffic increased by 40%
- Online orders increased by 25%
- In-store sales increased by 15%
- Cost per acquisition (CPA) decreased by 30%
The results were undeniable. Website traffic surged. Online orders spiked. And, most importantly, foot traffic to Sweet Southern Treats’ locations increased significantly. Sarah was ecstatic. “I can’t believe it! We’re busier than ever!” she exclaimed. The combination of targeted CTV and digital audio advertising had revitalized their business.
We also noticed something interesting: the CTV and digital audio campaigns were complementing their existing social media efforts. Customers who saw the CTV ads were more likely to engage with Sweet Southern Treats’ Facebook page, and vice versa. The digital audio ads drove traffic to their website, where customers could learn more about their products and promotions. It was a synergistic effect, with each channel amplifying the impact of the others.
One particularly memorable campaign involved a partnership with a local Atlanta food blogger. We created a series of video ads featuring the blogger taste-testing Sweet Southern Treats’ desserts and raving about their quality. These ads ran on CTV and were also shared on social media. The response was overwhelmingly positive, with customers lining up to try the desserts featured in the videos. We saw a 20% increase in sales of those specific items.
I will say, there were some initial hiccups. We had to refine our targeting based on the data we collected. We also had to adjust our ad creative to better resonate with our target audience. But with constant monitoring and optimization, we were able to achieve impressive results. (Isn’t that always the case, though?)
The campaign’s success also hinged on the offer. A generic “10% off” wasn’t cutting it. We switched to a “Free mini-pecan pie with any purchase over $20” offer for the digital audio ads, and the redemption rate skyrocketed. People love free stuff! This also highlights the importance of A/B testing different offers and creative elements to see what resonates best with your audience.
Looking back, it’s clear that and emerging channels like connected TV (CTV) and digital audio were key to Sweet Southern Treats’ turnaround. By embracing these platforms and leveraging their advanced targeting capabilities, we were able to reach the right people, at the right time, with the right message. And, perhaps more importantly, we were able to measure the results and prove the value of our marketing efforts. According to eMarketer digital audio ad spending is projected to reach $9 billion in 2026. Are you ready to claim your piece of that pie?
This wasn’t just about running ads; it was about understanding the customer journey and creating a cohesive marketing strategy that spanned multiple channels. By integrating CTV and digital audio with their existing social media efforts, Sweet Southern Treats was able to create a powerful brand presence that resonated with their target audience and drove measurable results.
If you’re in Atlanta and need help, remember that local media buying requires a nuanced approach.
We’ve also seen success using Facebook ads with local businesses.
And if you’re not tracking data, you might as well stop wasting ad dollars.
What is CTV advertising and how does it work?
CTV advertising refers to advertising on streaming television platforms like Hulu, Peacock, and Roku. Ads are delivered to viewers through their connected TVs or streaming devices. Advertisers can target specific demographics, interests, and geographic locations.
What are the benefits of digital audio advertising?
Digital audio advertising allows you to reach listeners on streaming music platforms like Spotify and Pandora. It offers precise targeting based on demographics, listening habits, and interests. Digital audio ads can be highly engaging and drive action through interactive features.
How much does CTV and digital audio advertising cost?
The cost of CTV and digital audio advertising varies depending on factors like audience size, targeting options, and ad creative. However, these channels can be surprisingly cost-effective when compared to traditional advertising methods. A well-targeted campaign can yield a high return on investment.
How do I measure the success of my CTV and digital audio campaigns?
You can measure the success of your CTV and digital audio campaigns by tracking metrics like website traffic, online orders, in-store sales, and brand awareness. Use tools like Google Analytics, UTM parameters, and in-store surveys to attribute conversions to specific ad campaigns.
What are some tips for creating effective CTV and digital audio ads?
Create visually appealing video ads for CTV and engaging audio ads for digital audio. Use clear and concise messaging, and include a strong call to action. Target your ads to the right audience and track your results to optimize your campaigns. Don’t be afraid to experiment with different ad formats and offers to see what resonates best with your audience.
The lesson here? Don’t underestimate the power of emerging marketing channels. Even a small business can achieve big results by embracing innovation and targeting the right audience. Sweet Southern Treats went from struggling to thriving—all because they dared to try something new. The next time you’re watching your favorite show on Hulu, or listening to Spotify on the way to work, think about how you can use those platforms to reach your target audience. Start small, test everything, and watch your business grow.
