Editorial Team TechHaven, a regional electronics retailer, was up against the national chains in the brutal Q4 2025 selling season. To move their new smart home device line, they needed to boost both online sales and foot traffic into their stores with a single, clear brand message. We built a true omnichannel branding campaign that tied together broadcast TV, connected TV (CTV), digital display, and social media into one customer journey. Viamedia’s system was the backbone of the operation, and it helped TechHaven nail a 15% jump in Q4 sales. Here’s how.
Key Takeaways
- We hit a 2.8x ROAS on the Q4 2025 campaign by running a unified creative across linear TV, CTV, digital, and social.
- Viamedia’s local targeting was key, letting us hit specific audiences across all platforms and leading to a solid 0.7% average CTR for digital display and CTV.
- We started with 40% of the budget on linear TV but quickly shifted 15% of it to CTV and social when we saw better engagement and lower conversion costs there.
- Sticking to the “Smart Home, Simple Life” tagline and visuals everywhere paid off, contributing to a 12% lift in brand awareness.
- Targeting specific neighborhoods like Buckhead and Midtown Atlanta directly boosted in-store visit conversions, proving hyper-local works.
Campaign Overview: TechHaven’s Smart Home Launch
TechHaven has five stores in the Atlanta area and they wanted to make a splash with their new smart home product line, but they were swimming in a sea of big national brands. The goal was to position them as the local smart home expert, which meant driving online sales and getting people into stores for consultations. This needed a synchronized brand experience, not a disconnected ad blitz. We brought in Viamedia to run the full omnichannel playbook for them from October 1st through the end of 2025.
Budget Allocation and Key Metrics
We had a $180,000 budget to work with over the three months of Q4. The main KPIs we were chasing were Return on Ad Spend (ROAS), Cost Per Lead (CPL) for web forms, and Cost Per Conversion (CPC) for actual sales and appointments. Of course, we also kept a close eye on CTR for all the digital stuff and ran surveys to measure brand awareness lift.
Here’s the initial budget split:
- Linear TV (Cable): 40% ($72,000)
- Connected TV (CTV): 25% ($45,000)
- Digital Display (Programmatic): 20% ($36,000)
- Social Media (Meta & TikTok): 15% ($27,000)
We set our sights on a 2.5x ROAS with a CPL below $35 and a CPC under $120, which were ambitious targets based on what we’d seen in past Q4 launches but adjusted for how crowded the market had become.
Strategy: Unifying the Customer Journey
Our strategy was built on using Viamedia’s platform to tell a consistent story across every channel, with a heavy focus on penetrating the local Atlanta market. We knew a customer journey wasn’t linear, they might see a TV ad during a Braves game, get a display ad on a news site later, and then see a demo on Instagram. Every single one of those touchpoints had to feel connected.
Target Audience Segmentation
Our primary target was defined as homeowners aged 35-60 in the Atlanta metro with HHI over $75k who were already interested in tech and home improvement, while a secondary audience of younger, tech-focused individuals (25-34) was targeted for smart security messaging. To get this granular, we used Viamedia’s own data layered with third-party insights from Nielsen Scarborough. This meant we could buy linear TV on networks like HGTV, CNN, and local affiliate WSB-TV that over-indexed with our main demographic, while simultaneously hitting cord-cutters on streaming services with CTV ads in specific high-value Atlanta zip codes like 30305 (Buckhead) and 30308 (Midtown).
Channel Integration and Messaging Consistency
The whole campaign’s effectiveness came down to one unified message: “TechHaven: Smart Home, Simple Life.” That tagline and a clean visual identity (aspirational homes, clear product benefits) were hammered into every single creative asset. Viamedia’s platform was what made it possible to distribute everything consistently, so the 30-second TV spot got re-cut into 15-second CTV ads and short, punchy videos for social, all while maintaining the same look and feel.
Creative Approach: Showing Simplicity and Local Expertise
We made a deliberate choice with the creative to show how easy this tech was to use and what it actually did for you, instead of getting bogged down in technical specs. We wanted to make smart homes feel accessible. The ads all featured different Atlanta families using the TechHaven devices without any friction.
Video Content: The Core Narrative
Our main asset was a 30-second spot that ran on both linear TV and CTV, showing a busy family whose day-to-day life got simpler thanks to TechHaven’s smart thermostats, lights, and cameras. The voiceover stressed convenience and security, and it ended with a direct call to action: “Visit TechHaven.com or stop by your local Atlanta store today.” We also chopped that up into 6- and 15-second versions for CTV pre-roll and social, with each short clip focusing on a single benefit, like “Control your home from anywhere.” Quick and to the point.
Digital and Social Creatives
For digital display, we stuck to high-quality product shots and the “Smart Home, Simple Life” branding across standard banners, rich media, and native ad formats on relevant sites and apps. Our social media creative on Meta platforms (Facebook and Instagram) and TikTok was a mix of short-form demos, carousel ads that showcased different product bundles, and even some user-generated style testimonials we sourced from local influencers. One of the most effective tactics was running geo-targeted social ads that pushed people to specific stores, with copy like, “Visit TechHaven Perimeter for a live demo!”
Execution and Performance Analysis
Once the campaign went live, we were in the data every day, making adjustments on the fly. Viamedia’s dashboard was our single source of truth, giving us real-time numbers on impressions, clicks, and conversions across every channel.
What Worked Well: CTV and Localized Targeting
Connected TV (CTV) was the unexpected MVP. Being able to combine the big-screen impact of a TV ad with sharp digital targeting was a huge advantage. Our 15-second CTV ads had a 94% completion rate which is well above benchmarks, and the 0.8% average CTR drove a ton of qualified traffic to the site. At an average CPCV of just $0.03, it was a ridiculously efficient way to get video views.
The hyper-local digital display campaigns also killed it, especially the ones targeting people in neighborhoods right around the stores in Dunwoody and Alpharetta. Any display ad we served within a 5-mile radius of a physical store got a 1.2% CTR, almost double our overall display average of 0.7%. That local focus clearly drove foot traffic, which we were able to track using anonymized mobile location data from a third-party partner.
What Didn’t Work as Expected: Initial Linear TV Efficiency
Linear TV, on the other hand, was a mixed bag. It gave us massive reach, delivering over 5 million impressions and definitely helping with brand awareness. But in that first month, the cost per conversion was way higher than we wanted. The targeting is just too broad, so some of the spend was inevitably wasted on people outside our core demo.
Optimization Steps Taken
Around mid-November, we pulled all the data and made some critical changes on the fly:
- Budget Reallocation: We moved 15% of the linear TV budget ($10,800) over to our top performers. $6,000 of that went straight to CTV to double down on the high engagement, and the other $4,800 was pushed into Meta for more aggressive retargeting.
- Creative Refresh: We A/B tested new digital and social ad copy that pushed limited-time holiday bundles and financing. The ads that focused on specific bundles converted 20% better.
- Refined Targeting: We worked with Viamedia to tighten up our linear TV buys, concentrating more on prime-time and shows that we knew our audience watched. On the social side, we built out powerful lookalike audiences based on website visitors who had already been looking at smart home products.
- Landing Page Optimization: A few simple A/B tests on the landing pages to make the conversion funnel cleaner and the CTAs more obvious gave us an 8% lift in conversion rate all by itself.
Campaign Results and Key Learnings
Those mid-campaign changes really worked, and we finished the quarter strong. TechHaven hit its numbers and now has a much clearer picture of how to run a modern omnichannel campaign.
Final Performance Metrics
| Metric | Target | Actual Result |
|---|---|---|
| Total Impressions | N/A | 18,500,000 |
| Total Clicks (Digital) | N/A | 118,000 |
| Overall Digital CTR | 0.6% | 0.7% |
| Total Conversions (Online Sales + In-store Appointments) | 1,500 | 1,920 |
| Cost Per Lead (CPL) | < $35 | $32.50 |
| Cost Per Conversion (CPC) | < $120 | $93.75 |
| Return on Ad Spend (ROAS) | 2.5x | 2.8x |
| Brand Awareness Lift | 10% | 12% |
In the end, the campaign pulled in $504,000 in direct revenue against our spend, giving us that final 2.8x ROAS. Our CPL for leads landed at $32.50 and the all-in CPC was $93.75, both well under our targets. The biggest win for the client? TechHaven saw its overall Q4 sales climb 15% year-over-year during the campaign.
Lessons Learned
- CTV is a powerhouse for local businesses: That mix of reach, precise targeting, and a big-screen format is just essential for any real omnichannel plan now. I’ve seen it work wonders for everyone from car dealers to hospitals.
- Be ready to move the money: Your initial budget plan is just a hypothesis. You have to follow the real-time data and shift money to what’s actually working, because your early assumptions will almost always be wrong about something.
- Get hyper-local to get conversions: Broad, generic targeting is a waste of money in 2025. Pinpointing specific neighborhoods and customizing the message for them is what moves the needle, especially for a business with physical stores. A platform like Viamedia is built for this, letting you manage that geographic granularity across different ad formats from one place.
- Consistent creative builds brand recall: Seeing the same “Smart Home, Simple Life” message everywhere made it easy for people to connect the dots back to TechHaven. That kind of visual and messaging cohesion is incredibly powerful and often overlooked.
This campaign proved that real omnichannel isn’t just about showing up on a bunch of channels. It’s about weaving them together to pull a customer through the entire buying process. Working with Viamedia helped TechHaven blow past its Q4 goals and really cement its reputation as the local expert for smart home tech. For more on what’s working now, check out how to approach Google Ads wins in 2026.
What is omnichannel branding for a local business?
It’s about creating a totally consistent brand experience for customers everywhere they interact with you, in your physical store, on your website, through social media, or via local TV ads. The idea is that the customer’s journey is smooth and connected, no matter where it happens.
How does Connected TV (CTV) help local omnichannel campaigns?
CTV gives you the power of a TV commercial but with the brains of digital advertising. You can serve high-impact, full-screen video ads directly to specific households in your service area, which is far more efficient than just buying broad traditional TV spots.
What are the most important metrics for an omnichannel branding campaign?
You have to look at the money first: Return on Ad Spend (ROAS), Cost Per Conversion (CPC), and Cost Per Lead (CPL). Beyond that, tracking brand awareness lift, traffic sources, and especially in-store foot traffic (for retail) is key. For the creative itself, things like CTR and video completion rate tell you if you’re actually getting people’s attention.
How can a small business do omnichannel without a huge budget?
Start small and focused. Don’t try to be everywhere. Nail down a great website experience, get consistent on the one or two social channels where your audience lives, and use highly targeted local ads (like local search or geo-fenced display). It’s more about the consistency of your message across a few channels than having a weak presence on all of them.
What’s the role of data in optimizing an omnichannel campaign?
Data is everything. It’s how you know what’s working and what isn’t, so you can make smart decisions in real time. Analyzing performance data lets you move budget from a failing channel to a winning one, tweak your targeting, or A/B test a new creative, all of which directly improves your ROI while the campaign is still running.
