This 175-location senior care franchise needed to build brand awareness among adults aged 45 to 65 who make care decisions for aging parents. Traditional digital advertising (search and social) was capturing demand but not creating it. CTV advertising offered TV-quality brand storytelling with digital-level targeting. Over a 6-month CTV campaign, we achieved a 28% brand awareness lift in target markets, which correlated with a 22% increase in branded search queries and a 15% increase in lead volume.
Why CTV for Senior Care
The target audience (adults 45 to 65) indexes high on streaming TV viewership. CTV offered several advantages over traditional TV for this franchise: zip-code-level targeting ensured ads ran only in markets with franchise locations, demographic targeting reached the specific age and household income ranges, the brand could start with a $50K test budget (vs $500K+ for traditional TV), and attribution was measurable (brand lift studies, website visit lift, search query impact).
Creative and Targeting Strategy
We produced two 30-second CTV spots: an emotional brand story featuring real caregivers and families, and an informational spot explaining services and care options. Both spots ended with a clear CTA and a QR code linking to the nearest location page. Targeting layered geography (zip codes around 100 selected franchise locations), demographics (age 45 to 65, household income $75K+), and behavioral signals (users who had recently searched for senior care, aging, or eldercare topics). The campaign ran across Hulu, YouTube TV, Peacock, and Tubi with a combined monthly budget of $85K.
Results: Measurable Brand Building
At 6 months: brand awareness in targeted markets increased 28% (measured via Lucid brand lift study). Branded search queries (people Googling the franchise name) increased 22% in CTV markets vs 3% in non-CTV control markets. Website traffic from CTV markets increased 18%. Lead volume in CTV markets grew 15% compared to 4% in control markets. The incremental cost per lead attributable to CTV awareness was $35, which compares favorably to the $42 average cost per lead from search campaigns. The campaign demonstrated that CTV builds measurable awareness that translates into downstream conversions.
Key Takeaways
- CTV offers TV-quality brand storytelling with digital targeting precision
- 28% brand awareness lift measured through controlled brand lift study
- 22% branded search increase in CTV markets vs 3% in control markets
- QR codes on CTV spots enable direct response measurement from TV ads
- Incremental cost per CTV-attributed lead was comparable to search at $35
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