Effectv is now Comcast Advertising.
Reaching home furnishing shoppers wherever and however they’re watching
Roby’s Furniture & Appliance’s mission is to provide the best showrooms to purchase furniture, appliances, and bedding in the areas surrounding Portland and Eugene, OR. Roby’s understands the unique challenges faced by the small communities it serves, including long distances to major cities, extreme weather conditions, and distinct local economic pressures. Because of this, the company remains committed to its delivery services and provides quality products at exceptional value. Roby’s also actively supports its community through donations to local events and community service.
Roby’s has partnered with Comcast Advertising for many years. Most recently, the teams joined forces to help Roby’s reach potential appliance, mattress, and furniture shoppers across screens and geographies along Oregon’s coast.
Seamless ad delivery across screens, audiences, and programming
With Comcast Advertising’s 400+ targetable audience segments, Roby’s had many options for determining who to reach. The team decided on the following segments: households in the market for furniture or appliances, home improvement intenders, DIY enthusiasts, homeowners, recent homebuyers, women aged 35+, and high-income households.
To reach as many viewers as possible within these audience segments, Roby’s leveraged Comcast data insights to deliver its message across both linear TV and streaming content. On top of this multiscreen campaign, the team added key sports packages throughout the year with monthly budget reservations for high-value programming such as NFL, college sports, MLB, and golf. With these campaign additions, Roby’s aligned itself with high-engagement, premium content across screens, meaning greater reach and connectivity.
Campaign results that go beyond the TV screen
Roby’s used Comcast Advertising’s Instant IMPACT tool, powered by Innovid, to track the correlation between its campaign and its website traffic. The retailer’s ads correlated to a +7.3% immediate lift in website traffic, defined as visitors who went to an advertiser’s website within 30 minutes of the ad airing. Roby’s experienced a +17.5% overall lift in website traffic, with a +66.2% boost in product views as well. For further analysis, the team used Google Analytics and found that the brand earned a +17.2% increase in site goal completions indicating intent to purchase.
Based on these impressive results and Roby’s overall growth, the store continues to increase its Comcast Advertising campaign budget each year by 10-20%.
We were just extremely happy with [Comcast] and what they were able to do.
- Ryan Lewis, Third Generation Owner of Roby's Furniture & Appliance