How Realtor.com found incremental CTV efficiencies with Adobe Advertising

Efficiency is key with any paid media, but it is especially important with premium inventory like CTV. Advertisers want to get the biggest bang for their buck. And with Adobe Advertising, they can.

With our reach-based optimisation tool, advertisers use AI to customise and prioritise their spending toward the lowest cost per reach and unique households. Our algorithms balance device-level frequency with budget delivery to help limit any wasted exposure.

This is exactly what Realtor.com was able to achieve with their A/B test. Here’s how they did it.

How Realtor.com uses Adobe Advertising

Realtor.com is an online real estate company that helps buyers, sellers, renters and owners make informed real estate decisions. They use Adobe Advertising to help build awareness of this mission and get more people into their dream homes. And CTV is a significant part of their strategy.

Realtor.com was looking to scale more efficiently against first-time property buyers. They wanted to continue building on CTV, but make sure their spending was maximised for incremental reach.

The company decided to take advantage of Adobe Advertising’s new reach-based optimisation tool. To see this tool's effects, they created an A/B test split between optimising toward the standard lowest cost-per-thousand (CPM) goal and optimising toward the new lowest cost-per-reach goal. The first drove spending toward the most efficient CPM and the second drove spending toward incremental household reach at the most efficient cost. The effects were clear.

Using the new lowest cost-per-reach optimisation goal, Realtor.com was able to achieve an 18% more efficient cost per unique household. And they were able to reach 23% more unique households when compared to tactics optimising toward the lowest CPM goal.

Bryce Engstrom, Realtor.com’s VP of media planning, buying and strategy, noted that “Adobe Advertising’s reach-based optimisation algorithm allowed us to achieve our goal of reaching home buyers in a more scalable and efficient way. We look forward to continuing to refine our CTV strategy with these improvements.”

Based on these results, Realtor.com has continued to invest monthly in CTV for their campaigns. They have also expanded CTV reach optimisation algorithms across other lines of business and are continuing to look for ways to scale performance.

Key takeaways

• Adobe Advertising’s reach-based optimisation limits wasted exposure by using AI to optimise paid media spend toward customised lowest cost per reach and unique households.
• Realtor.com was able to achieve 18% more efficient lowest cost per reach and reach 23% more unique households with this tool.
• Advertisers can customise their goal optimisations to ensure that they are maximising efficiency on their CTV campaigns.

Dive into more details about how Adobe Advertising can support performance CTV optimisation.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/advertising