Proving the power of multiscreen advertising
Advertisers need proof that their investments drive real business outcomes. To explore this, Comcast Advertising and Mastercard teamed up for a study examining how multiscreen advertising can help businesses thrive.
Anonymized purchase data and TV ad exposure data were analyzed to gauge the true impact of multiscreen campaigns. The result? A compelling case for the effectiveness of traditional TV and streaming ads, backed by 3X ROAS and a +7.3% lift in sales.
Helping home improvement brands connect
Home improvement brands have to work hard to stay top of mind. These brands operate in a space where timing, trust, and visibility are everything – especially when consumers are switching screens throughout the day.
Comcast and Mastercard’s study involved five regional home improvement and furnishing brands. Rather than focusing on broad awareness, the study zeroed in on how real-world exposure to ads across TV and digital platforms influences actual consumer behavior.
The proof that multiscreen advertising pays off
The study provided critical insights into how consumers engage with home improvement brands in today’s media environment. The research revealed that ad exposure across both traditional TV and streaming platforms doesn’t just boost sales – it influences real-world behavior, especially among lower- to middle-income households and in-store shoppers. These findings underscore the importance of reaching audiences wherever they are and on whatever screen they’re watching.
Highlighted results
3X ROAS with traditional TV and streaming ads
$57.26 in incremental sales
+7.3% increase in sales while the campaign was on air
+6.5% increase in transaction count driven by advertising
+2.4% increase in transaction size driven by advertising
Testing the power of traditional TV + streaming
Using Mastercard’s anonymized transaction data and Comcast’s robust first-party data, the study compared performance between ZIP codes exposed to advertising (“test”) and similar ZIP codes not exposed (“control”).
This methodology allowed for the precise measurement of incremental sales, transactions, and average order value attributable to advertising.
For advertisers without a natural control group, Mastercard used AI modeling to simulate control performance based on macroeconomic and industry trends.