Case Studies
IP Targeting & OTT: HVAC Services
THE BACKGROUND
A local family-owned and operated heating and air contractor serving a northwestern community was experiencing a high demand for HVAC services after a sharp turn in weather. However, the client struggled to convert past customers looking to beat the heat using traditional advertising methods. They needed advertising solutions with greater effect that delivered real results.
THE CHALLENGE
The client wanted to target customers familiar with their services as they need HVAC maintenance every 3-6 months. They provided their CRM list of past customers that have received direct mail to compare the effectiveness of El Toro’s digital solutions.
THE EL TORO SOLUTION
Using our patented IP Targeting™ technology and the provided CRM list, we were able to match the physical addresses of past customers to their IP addresses. This allowed us to precisely serve digital banner and OTT Video ads to all household devices for two months. With our game-changing Matchback Analysis, we were able to provide in-depth reporting on the effectiveness of our technology. We took the client from mild success to amazing success by simply supplementing their direct mail efforts with digital strategies.
THE RESULT
$200K Return on Ad Spend (ROAS)
22.7% Conversion Rate
18.2% Increase in Likelihood of Conversion by Including IP Targeting
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