{"id":9469,"date":"2021-04-02T20:26:16","date_gmt":"2021-04-02T20:26:16","guid":{"rendered":"https:\/\/tegnasandbox.com\/tegna\/advertise\/?p=9469"},"modified":"2023-03-15T07:50:38","modified_gmt":"2023-03-15T14:50:38","slug":"how-local-broadcast-ott-digital-marketing-strategies-can-help-home-improvement-brands","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/how-local-broadcast-ott-digital-marketing-strategies-can-help-home-improvement-brands\/","title":{"rendered":"How Local Broadcast, OTT &amp; Digital Marketing Strategies Can Help Home Improvement Brands"},"content":{"rendered":"<p><span data-contrast=\"auto\">What does this mean for your home improvement brand?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">&#8220;Consumers are more invested than ever in making their home fit their lifestyle. Home improvement won\u2019t just be a springtime activity in 2021,&#8221; said Monica Longoria, Senior Insights Strategist at TEGNA. &#8220;These consumers will gain financial confidence in waves, and you want your brand to be top of mind when they are ready to spend.\u201d <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In order to be top of mind, home improvement brands need to be thinking about running campaigns with a combination of broadcast, OTT, and digital elements in order to reach an ideal audience.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Data from MRI-Simmons helps illustrate how TEGNA&#8217;s mix of marketing solutions can achieve brand goals:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Symbol\" data-listid=\"4\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">62% of home improvement intenders are local TV news viewers<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Symbol\" data-listid=\"4\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">45 percent are more likely to be influenced by TV ads\u00a0 <\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Symbol\" data-listid=\"4\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">84% are OTT viewers and are 104% more likely to be influenced by video ads\u00a0 <\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Symbol\" data-listid=\"4\" data-aria-posinset=\"4\" data-aria-level=\"1\">They are 35% more likely to be influenced by display ads<\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Symbol\" data-listid=\"4\" data-aria-posinset=\"4\" data-aria-level=\"1\">They are 83% more likely to be influenced by <a href=\"https:\/\/www.tegna.com\/advertise\/native-advertising-defined-explored\/\" target=\"_blank\" rel=\"noopener\">native ads<\/a><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">\u201cThe du<\/span><span data-contrast=\"auto\">a<\/span><span data-contrast=\"auto\">l strategy of local broadcast\u00a0<\/span><span data-contrast=\"auto\">and<\/span><span data-contrast=\"auto\"> OTT will maximize the impact of your advertising campaign,&#8221; Longoria explained. &#8220;Local broadcast strengthens brand perception by aligning with a source of authority that consumers trust. With OTT, you can directly target those in the market for your services no matter where they watch TV.\u201d\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Millennials will likely make up your target audience, as the numbers show they&#8217;re willing to take on debt to fund their home upgrades and are planning to make eco-friendly home improvements this year.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\"> As a result, it&#8217;s important for brands to identify <a href=\"https:\/\/www.tegna.com\/advertise\/5-takeaways-from-mastering-the-millennial-mindset-of-today\/\" target=\"_blank\" rel=\"noopener\">effective ways to market to millennials<\/a>, with relevant creative and <a href=\"https:\/\/www.tegna.com\/advertise\/10-tips-for-creating-digital-ads-that-convert\/\" target=\"_blank\" rel=\"noopener\">ads that convert.<\/a><\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cMillenials are an especially desirable target for home improvement brands. They make up most of today\u2019s home buyers and want to customize their newly purchased homes,&#8221; said Longoria. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">A Roofing Success Story<\/span><\/b><b><span data-contrast=\"auto\">\u00a0With OTT<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">One roofing company that has seen the power of OTT firsthand<\/span><span data-contrast=\"auto\">\u00a0is <a href=\"https:\/\/briggsroofing.com\/\" target=\"_blank\" rel=\"noopener nofollow\">Briggs Roofing<\/a>.\u00a0<\/span><span data-contrast=\"auto\">They worked with an agency<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0<\/span><a href=\"https:\/\/killyourcompetition.today\/\" rel=\"nofollow noopener\" target=\"_blank\"><span data-contrast=\"none\">KYC<\/span><\/a><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0on\u00a0<\/span><a href=\"https:\/\/www.youtube.com\/watch?v=VJZMUutTG1k\" rel=\"nofollow noopener\" target=\"_blank\"><span data-contrast=\"none\">creative<\/span><\/a><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"auto\">and<\/span><span data-contrast=\"auto\">\u00a0then partnered with <a href=\"https:\/\/www.wusa9.com\/\" target=\"_blank\" rel=\"noopener nofollow\">WUSA<\/a><\/span><span data-contrast=\"auto\">&#8216;s Advertising &amp; Marketing Specialist Gary Newman<\/span><span data-contrast=\"auto\">\u00a0for amplification<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201d<\/span><span data-contrast=\"auto\">Our goal is to brand Briggs Roofing in front of the most relevant audience, which in this case is homeowners with a certain household income<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u201d<\/span><span data-contrast=\"auto\">\u00a0Newman said.<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">\u201cWhen OTT is added to the advertising mix, it&#8217;s a game-changer for a lot of these companies.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Better yet, Newman was able to provide performance metrics throughout the campaign with <a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/attribution\/\" target=\"_blank\" rel=\"noopener\">TEGNA Attribution<\/a>.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cWe were able to answer how many viewers engaged with their website after being exposed to their ads, what creative resonated with homeowners, and what days and times performed best so we could optimize media spend \u2013 and that was huge,\u201d Newman said.\u00a0<\/span><span data-contrast=\"auto\">\u201cT<\/span><span data-contrast=\"auto\">h<\/span><span data-contrast=\"auto\">is<\/span><span data-contrast=\"auto\">\u00a0strategy has been working and we&#8217;re seeing<\/span><span data-contrast=\"auto\">\u00a0good<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">results in terms of website traffic and the number of roofing jobs generated from their OTT\u00a0<\/span><span data-contrast=\"auto\">campaign<\/span><span data-contrast=\"auto\">.<\/span><span data-contrast=\"auto\">\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 56.25%;\"><iframe style=\"top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;\" src=\"https:\/\/www.youtube.com\/embed\/VJZMUutTG1k?rel=0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><b><span data-contrast=\"auto\">SOUND GOOD?\u00a0<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">How might you amplify your brand to be top of mind and strengthen brand perception? <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Get in touch.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The home improvement boom of 2020 isn&#8217;t quite over just yet. According to recent\u00a0research from Houzz, nine in 10 homeowners plan to make a post-pandemic renovation. From transforming outdoor spaces to remodeling the master bathroom, consumers are still heavily focused on home improvement. \u00a0\u00a0\u00a0<\/p>\n","protected":false},"author":4,"featured_media":9470,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[52,59],"tags":[],"class_list":["post-9469","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practice-tips","category-home-services","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/9469","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=9469"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/9469\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/9470"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=9469"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=9469"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=9469"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}