Pest Control Solutions

In the saturated pest control market increasingly dominated by large, often impersonal regional/national operators, consumers struggle to find a trustworthy and effective provider that understands their specific needs. An established, independently owned company with deep local roots and a proven track record has built their reputation on reliable, comprehensive services tailored to individual needs. To compete against the well-funded big operators, they challenged TEGNA and PREMION to create a campaign that would drive qualified leads during their peak season cost effectively.

1 MARKET: 6 MONTHS

Local Broadcast For Effective Reach
Demo Targeting | F35-64
Daypart | Morning, Prime Access, Early News, Late News concentrated Mon-Tues
Creative  |  Bookend :15’s

PREMION CTV/OTT For Precision Affluent Homeowner Targeting
Audience Targets | Single Family HHs and Homeowners with HHI $150+
Geography | Zip codes within the DMA
OTT Retargeting | Re-engage streaming audiences through Display and Pre-roll Video

Website Attribution for Online Engagement and Lead Measurement
Leveraged website attribution to measure the Total TV campaign’s success in driving qualified audiences, particularly to high-value pages (call conversions not included).

Results | The campaign generated a competitive advantage in a saturated market and delivered strong performance—driving qualified web responses with 43% taking additional action on the website. This campaign proved instrumental in maintaining consistent business volumes during an otherwise slow year.

Trusted Partnership | Regular check-ins, campaign monitoring, and sharing fresh ideas fostered a strong sense of trust between the longtime client and TEGNA.