With so many roofers competing for the attention of local homeowners, staying ahead of the curve is the secret to success. And while digital marketing and social media advertising have their own advantages, reaching your target audience in the real world can be just as impactful.
That’s where connected TV (CTV) and digital out-of-home (DOOH) campaigns can save the day. According to 2022 CTV and DOOH marketing statistics, a whopping 92 percent of U.S. households are accessible by CTV advertising—while the amount of CTV users continues to grow year after year among Gen Zers and millennials.
The migration toward real-world retargeting is real, with the latest Nielson studies showing that DOOH drives engagement, increases awareness, and prompts action. So, what are you waiting for? Here’s how to effectively retarget homeowners in the real world using CTV and DOOH campaigns while unlocking new opportunities for growth and brand visibility.
Maybe you’ve heard the terms “CTV” and “DOOH” thrown around before, but you’re not exactly sure how they can work for your roofing business. Don’t worry—we’ve got you covered. Before we dive into marketing strategies and tactics, let’s start out with some simple definitions.
CTV and DOOH are taking the marketing world by storm, but what can they do for your roofing business? We’ve seen real-world retargeting campaigns change the game for our clients, with advantages ranging from ultra-precise targeting to real-time optimization. Here’s how they can ignite your next campaign.
Now that you know the power of CTV and DOOH, it’s time to start strategizing your next real-world retargeting campaign. Whether you’re looking to drive repeat business or upsell roofing maintenance services, here’s everything you need to stand out with conversion-worthy CTV and DOOH ads.
Just like any other effective marketing campaign, you’ll need to know exactly who you’re advertising to. If you haven’t already, start by creating detailed buyer personas (see: fictional representations of your ideal customers based on demographic, psychographic, and behavioral characteristics).
When you’re creating buyer personas, be sure to consider factors like age, gender, income level, homeownership status, geographic location, and lifestyle preferences. This way, you’ll be able to paint a comprehensive picture of your target audience.
If you have an existing customer base, tap into your data to identify shared characteristics among your clients to serve precise retargeting ads. Search for trends and patterns in demographics, location, and behavior. From there, segment your audience and target your ads accordingly to reach the right people, at the right time, with the right message.
Visual content is paramount in CTV and DOOH campaigns. It has the power to captivate your audience, convey your message effectively, and leave a lasting impression—all while keeping your brand top of mind. So, where should you start?
Showcase your roofing projects with high-quality images and videos. Invest in professional photography and polished videos of completed roofing jobs—both before and after the work. Make sure to highlight the craftsmanship, quality of materials, and transformation of the property. At the end of the day, real-life examples of your work are amazing tools for building trust and credibility.
If your company specializes in unique materials or roofing styles, CTV/DOOH ads are the perfect opportunity to show them off. For example, if you offer eco-friendly roofing solutions or specialize in historical roofing restorations, take the time to visually emphasize these unique features to set your business apart.
Visuals are essential to a successful retargeting campaign, but you can’t rely on them alone to drive conversions. You’ll also need action-oriented ad copy to encourage viewers to take the next step with your business.
In CTV, you have limited time to make an impact—usually somewhere between 15 and 30 seconds. For the best results, keep your ad copy concise and to the point. Get your main message across quickly to grab viewers’ attention. Encourage viewers to take the next step, whether it’s visiting your website, calling for an estimate, or following you on social media.
Not sure where to start? Kickstart your ad with an engaging hook that piques viewers’ curiosity or addresses a common pain point related to roofing—whether it’s related to weather-related damage, leaks, or curb appeal. This way, you’ll be able to draw viewers in and show them why you’re the perfect solution to their problems.
To build a successful campaign, you’ll need to choose streaming platforms that align with your audience. Before choosing a platform, research the viewing habits of your target audience. Some effective platforms for roofers include:
In addition, determine whether they prefer streaming services, live TV, or a combination of both. Basically, you’ll need to understand where and how your audience consumes content to make the smartest choices.
When it comes to DOOH ads, aim for high-traffic locations to reach a wide, local audience. Since roofing services are location-specific, focus on DOOH platforms that allow you to target your service area effectively. Identify high-traffic locations where your potential customers frequent, such as shopping centers, transit hubs, and major roadways.
And remember: Dwell time matters, too. Consider the foot traffic and dwell time of potential ad locations to maximize your impact. Ultimately, locations with high foot traffic and longer dwell times offer more opportunities for viewers to engage with your ads.
Chances are, you’re already using A/B testing to make the most of your digital marketing efforts. After all, if you want to drive real results for your roofing company, you’ll need reliable data to make informed decisions and maximize your marketing budget.
So, why not experiment with different variables and measure their impact on your CTV/DOOH campaigns? Some variables for A/B testing include:
In the ever-evolving world of roofing, staying competitive means taking a different approach to marketing. CTV and DOOH are powerful marketing strategies to retarget customers in the real world, effectively reaching homeowners in your service area and establishing your roofing business as a trusted choice.
Whether you’re looking to expand your customer base or stay at the top of your game, we’re here to help you reach new heights with CTV and DOOH. Get in touch with our team today to kickstart your next retargeting campaign.
