Extend Targeted Reach for Construction Distributor

The Challenge

A wholesale construction distributor felt limited in the number of TV networks on which it could efficiently reach its target audience. The company traditionally only had 4 networks on the plan because it thought those networks were the obvious options where it could reach viewers interested in its offering.

The Simulmedia Solution

  • Custom Target

    Execute a 2-week campaign designed to efficiently reach the client’s custom target of blue collar workers in the field of construction, installation, maintenance or repair.

  • Prediction

    Use data to find those custom target viewers outside of the contextual networks on which the advertiser was currently running.

The Results

  • 1M

    Simulmedia extended the campaign’s custom target reach by nearly 1M viewers, more than all the other networks on the plan combined.

  • 41

    Simulmedia found this niche target on 41 networks, 39 of which were new to the plan.

  • 5M

    Simulmedia reached nearly 5M M25-54, more than any other network on the plan.

Future Optimization

Simulmedia analyzed the campaign’s performance to further optimize future campaigns, and identified opportunities to:

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    Reallocate budget from the less efficient networks to Simulmedia to further extend the campaign’s reach.

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    Develop a companion campaign targeting women to drive traffic to their in-store showrooms.

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