Using Targetcast, we reached 66% of viewers who were not reachable through traditional TV, adding a 2% incremental reach on top of traditional TV

The brief

Furniture Village wanted to make every pound work harder during the competitive Black Friday Period. We identified a strategic opportunity for their media investment: to shift from traditional linear TV to CTV via Targetcast – a product that enabled them to unlock new audiences and extend reach across new CTV platforms without sacrificing performance.

Leveraging advanced targeting tools, this shift allowed us to build incremental reach, boosting exposure and – in spite of a constrained budget – whilst making sure to not negatively impact the linear TV effectiveness.

WHAT WE DID

Reaching viewers outside of linear TV was not an easy feat for Furniture Village. As a brand that hadn’t explored CTV before, our team had to prove that it was a beneficial use of budget.

To make sure the strategy was as effective as possible, we used Targetcast to integrate key planning elements, such as audience targeting, inventory selection, and budget optimisation, tailored to reach Furniture Village’s ABC1 Housepersons audience. Here’s how we accomplished this:

We first used Targetcast to optimise the budget and map down to a postcode level for hyper-local reach. This ensured efficient, targeted coverage for ABC1 Housepersons.

Our team added AudienceProject to the scope to measure the incremental reach of CTV beyond linear TV. This insight led us to build a complete CTV strategy, distributing the budget based on reach and frequency insights to maximise CTV coverage. Our plan consisted of various CTV platforms, including Amazon Prime and YouTube CTV. YouTube targeting, specifically, was refined through DiscoverAI insights to boost reach, frequency and store visits data. This was also aligned with other networks, such as Samsung, LG, and Discovery Plus to maximise reach. By doing this, we could synergise great content with the right target audience and at multiple touchpoints.

Furniture Village also needed the CTV strategy to have an impact on in-store visits. Partnering with Kogenta, we tracked Footfall in selected key store locations by matching deliveries by geographical area. We successfully saw an increase in foot traffic – proving the CTV campaign had a real-world impact.