CONNECTED TV 

The Client

Sit ‘n Sleep is a Southern California mattress retailer operating some of the largest and most successful brick and mortar mattress stores in the nation. For more than three decades, Sit ‘n Sleep’s ads have dominated the broadcast airwaves on television and radio.

THE CHALLENGE

Audience fragmentation is a considerable challenge for television advertisers like Sit ‘n Sleep who are looking to achieve massive reach. With more people than ever making the switch from traditional pay-TV to streaming alternatives like Roku, FubuTV, and Hulu, linear TV audiences are shrinking.

As the leading mattress retailer in Cailfornia, reach is crucial for Sit ‘n Sleep to defend its market share and achieve YOY growth goals. Sit ‘n Sleep turned to Wingman for a new television media strategy to increase reach without increasing their current television budget.

THE SOLUTION

To help Sit ‘n Sleep achieve incremental reach and hit its growth goals, Wingman shifted a portion of the linear television budget to test connected television (CTV) during one of their annual sales. In contrast to linear television advertising where the goal is to maximize reach using a high funnel awareness channel with large audiences, CTV allows brands to run highly targeted media campaigns that engage lower funnel audiences who have expressed interest in buying a mattress (and are close to the point of conversion). Although CPMs are higher for CTV than traditional TV,  the ability to target in-market mattress shoppers and audiences also means less wasted spend on impressions.

Wingman worked with the nation’s leading data providers to curate third-party audiences of people with the highest propensity to purchase a mattress, including:

In order to incrementally reach engaged and relevant audiences on CTV without wasting ad dollars, Wingman needed to exclude people who had already been served Sit ‘n Sleep’s linear TV ads. To eliminate duplication, Wingman used automatic content recognition (ACR) data to build an exclusion audience of consumers who had already seen Sit ‘n Sleep linear TV ads which was then layered onto the curated CTV audiences.

Wingman then negotiated Private Marketplace (PMP) deals to access premium inventory from Samsung, Hulu, Roku, Peacock, and Paramount+.

Lastly, Wingman’s first party measurement data was appended with data from LiveRamp to match back CTV impressions with people who purchased a mattress at a Sit ‘n Sleep retail store or online. Our first party data matching process provides valuable insights into the success of the hybrid media strategy used across linear and CTV.  We collect in-depth analytics on media performance, such as which campaigns, days, times, CTV inventory, and creative are driving conversions.

THE RESULTS

Running the 3-week CTV test in combination with linear television helped Sit ‘n Sleep hit its YOY growth goals from previously untapped audiences. The campaign generated an estimated conversion value of $860,000 while contributing to 956 new walk-in conversions and a total ROAS of 8.2.