The mattress and sleep products industry is notoriously competitive. Seasonal promotions, heavy investment in traditional media, and crowded digital channels make it difficult for brands to stand out. One nationwide mattress retailer faced flat growth despite consistent campaigns on linear TV and digital display. The challenge was clear: how to capture attention in a market oversaturated with advertising messages, low brand recall, and disengaged audiences.
The limits of traditional channels
Linear TV was no longer delivering results. Repeated exposure in low-cost dayparts led to ad fatigue, while competitors dominated Google Ads, creating confusion between brands. The retailer was investing heavily but struggling to connect meaningfully with new customer segments.
Why CTV became a turning point
Connected TV (CTV) was introduced into the retailer’s omnichannel mix to reach consumers on the most prominent screen in the house. The strategy had three pillars:
- Precision targeting: Creative tailored to each Designated Market Area (DMA), aligned with local store inventory and promotions.
- Educational storytelling: Ads shifted from price to value, educating audiences about the science of sleep and positioning quality as a differentiator.
- Actionable engagement: Promo codes and custom QR codes provided incentives while enabling clear attribution from store locator visits to online checkouts.
The role of technology
By leveraging advanced data and machine learning, the campaign followed target audiences across multiple streaming platforms without relying on cookies. This ensured that ads were delivered in high-attention moments, making every impression count.
Measurable impact
The results spoke for themselves:
- +62% increase in in-store visits, verified through footfall attribution.
- +57% growth in online sales, driven by exclusive digital promos.
- 174% uplift in promo code usage, strengthening brand recall.
- 38% decrease in cost per sale, outperforming linear TV efficiency.
Beyond numbers, the brand shifted its narrative. CTV gave space for trust-building, positioning mattresses not as commodities but as products tied to health and well-being.
A signal for the future of retail
This case illustrates how CTV is more than just a reach channel — it’s a bridge between data, storytelling, and measurable performance. For industries where purchase decisions require trust — from mattresses to healthcare to automotive — CTV offers a way to connect presence with performance.
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