Effectv is now Comcast Advertising.
Strategic storytelling through audience-targeted advertising
El Dorado Furniture is the largest Hispanic-owned furniture retailer in the nation. Founded in 1967 by Simon Capó and his two sons, the company was named after the boat Simon built to bring his family to the U.S. What began as a single showroom on Miami’s iconic 8th Street has grown into 16 showrooms and three outlet centers, making El Dorado the top choice for furniture in South Florida.
El Dorado, now firmly established in Southern Florida, partnered with Comcast Advertising to boost full-funnel results beyond its footprint with a cross-market, audience-targeted multiscreen campaign.
Modern media buying doesn’t need to be complicated
Businesses with a long history, like El Dorado Furniture, know how much advertising has evolved. Today, audiences consume content in more ways than ever, meaning brands need to be visible across more platforms than ever before. What El Dorado values about Comcast Advertising is our ability to create a seamless, unified brand experience that connects the retailer with its audience. This approach delivers greater impact across multiple platforms and networks. With a single media buy, El Dorado can reach potential customers through traditional TV and streaming, including high-value sports programming, across multiple markets.
Advertising delivery across screens, across markets
El Dorado’s customer base is broad—anyone in the furniture market, from new homeowners and younger shoppers to families and more mature shoppers. To reach the largest share of this audience, Comcast Advertising focused on two key segments: households with millennials and anyone in the market for furniture. With the audience defined, we then built an annual multiscreen campaign that split the advertising budget evenly between linear TV and streaming. To maximize brand visibility during peak viewer engagement, 12% of the investment was dedicated to high-value sports programming, including the NHL, NBA, World Cup, March Madness, and NFL Pro Bowl.
By delivering ads in multiple nearby markets —Miami, West Palm Beach, and Fort Myers—El Dorado successfully extended its reach beyond its existing footprint, connecting with a larger segment of its target audience.
Full-funnel advertising results
Comcast Advertising’s Instant IMPACT, powered by Innovid, revealed that from Q1 to Q3, El Dorado Furniture’s campaign drove nearly 11,000 additional website visits—a +15% increase. During the same period, El Dorado’s website saw nearly 2,800 conversions attributed to the multiscreen campaign. These impressive results prove the value of an audience-targeted, multiscreen campaign topped with premium sports programming.
According to El Dorado’s Creative Director, the Comcast Advertising campaign “serves as a cornerstone that seamlessly complements our other media strategies, including search and social.”
This holistic approach allows us to engage with our customers at every touchpoint, from initial awareness to the final purchase decision.
- Angie Capó, Creative Director, El Dorado Furniture