UnionMain Homes

Homebuyers do not sit down for the six o'clock news any more. They watch on their own schedule, on whatever screen is closest, and a campaign that only runs on broadcast reaches a smaller and older slice of the market every year. UnionMain needed to reach North Texas buyers where they actually watch, and needed the spend to show up as something more concrete than impressions.

WWC produced the spots and placed them across Hulu, Paramount, Roku, DirecTV and cable, so the same campaign met buyers on connected TV and on traditional television at once. Streaming carries the targeting broadcast cannot: household geography drawn around each community, and frequency controlled per household rather than per timeslot. Broadcast and cable carry the reach that streaming on its own still does not.

Site traffic rose 18 percent and walk-in traffic to the model homes rose 10 percent. The second number is the one that matters to a homebuilder, because a walk-in is a person standing inside a house with a sales associate, not a click.