Connected TV That Moves Households Toward Dealer Action
For one International Manufacturer, Connected TV was not treated as passive awareness media. It was built to reach qualified agriculture, construction, and residential audiences — then measure what those exposed households did next.
The larger win: the campaign connected streaming exposure to real buying-journey behaviors, including dealer site visits, dealer searches, website visits, directions, and equipment-building activity.
Campaign / Proof Points
| Channel | Impressions | Actions | CPM |
|---|---|---|---|
| Connected TV | 2,707,455 | 6,373 | $34.93 |
| Banner Ads | 576,527 | 492 | $13.17 |
| Total | 3,283,982 | 6,865 | — |
The CTV campaign delivered more than 2.7 million impressions and 6,373 measured actions in Q1 2026. Banner retargeting added another 576,527 impressions and 492 actions.
The Ask
The manufacturer needed a way to reach high-value equipment audiences while still understanding what happened after the ad was seen.
The goal was not just to put video on streaming TV. The goal was to answer a more important question:
Did the household take a meaningful next step after exposure?
For a dealer-based manufacturer, that means measuring actions that show movement from awareness to local shopping intent.
The Idea
The campaign used Connected TV and banner retargeting to reach specific audience segments across agriculture, construction, and residential property ownership.
The targeting included agriculture decision makers, farmers, construction contractors, heavy construction decision makers, property owners, and acreage-based residential audiences.
But the real strategy was the measurement layer.
Using Household ID, the campaign could connect media exposure to post-view behavior across the manufacturer’s digital ecosystem and dealer network. That allowed the campaign to track actions that matter after someone saw the ad.
What We Were Able to Track
| Conversion Action | Definition | Why It Matters |
|---|---|---|
| Dealer Site Page View | A household exposed to the campaign later visited a local dealer website. | This shows movement from national brand exposure to local dealer interest. Dealer site visits were the highest-performing conversion action across Q1 CTV flights. |
| Find a Dealer | A household engaged with dealer-locator functionality after exposure. | This signals active dealer discovery. The consumer is no longer just watching; they are identifying where to buy or who to contact. |
| Homepage Learning Pixel | A household reached or engaged with the manufacturer’s main website experience. | This connects CTV exposure to brand-site engagement and helps build a clearer view of how streaming media contributes to owned-site activity. |
| Get Directions | A household requested directions to a dealer location. | This is a high-intent action because it suggests possible in-person visitation. |
| Build | A household engaged with a product-building or configuration experience. | This reflects deeper product interest and movement into research, comparison, or purchase planning. |
| Website Visit | A household visited the manufacturer’s website after campaign exposure. | This captures broader traffic lift tied to CTV exposure. |
| Store Visit Conversion | A household exposed to media was attributed to a physical-location visit. | This connects digital media to offline dealer activity, which is critical for equipment brands with local retail networks. The report also notes additional store visit conversions tied to banner activity. |
The Win
The campaign proved that Connected TV can be measured beyond impressions, reach, and completed views.
The strongest signal was that dealer site visits remained the highest-performing conversion action across all Q1 CTV flights. That matters because dealer site visits are not passive engagement. They show that exposed households moved toward the local dealer journey.
The report also notes that Get Directions, Build, and the Homepage Learning Pixel were added back into the measurement plan for Q2, strengthening the ability to track deeper shopping and dealer-engagement behavior moving forward.
Analyst Read
This is a performance-driven Connected TV success story.
The key takeaway is not simply that the campaign reached millions of people. The stronger story is that the campaign measured what exposed households did next.
For an International Manufacturer with a dealer network, the important actions are not just clicks or views. They are behaviors that indicate movement through the buying journey:
Dealer site visits. Dealer searches. Website visits. Direction requests. Equipment-building activity. Store visit attribution.
That is where Household ID changes the value of Connected TV.
Connected TV created reach. Household ID connected that reach to action. Dealer engagement proved intent.