Success Story

How a Spanish Utility Company Gained Incremental Reach Through CTV

Holaluz is a Spanish Utility Company that provides green-only energy to end customers. Their aim is to create and live in a world that’s 100% renewable. That’s
why, whether it’s solar, hydraulic, wind, biomass or biogas, all of the energy Holaluz sells derive from renewable origins, 100% certified by the CNMC.

The Results

+900,000 impressions
95% CVR
Discovered new audience segments
Increase of new customers surpassing goals

The Opportunity

On CTV, Brands have a powerful opportunity to amplify their voice while focusing their message. And so, this emerging media has become critical for a full-funnel solution, maximizing reach and building brand awareness among key audiences.

As CTV gains traction among these valuable audiences, more advertisers are starting to get into the new era of TV. Holaluz, a cutting edge utility company found CTV to be a good match to promote their unique value proposition.

The Challenge

By the end of 2020, Holaluz reached the milestone of +270K direct customers. Their team got together with Smadex to implement a branding campaign on
Connected TV to gain incremental reach among their target audience: high-income households from urban areas in Spain.

The Strategy

The campaign targeted CTV devices across Spain during peak hours. It ran two different sets of creatives based on location, adapting the language for regional audiences. To secure high penetration, Smadex set agreements with the main channels and content producers in the country, including Mediaset and TV3. Having access to premium inventory was key to being able to deliver Holaluz messages in prime time on the most viewed TV programs in the country.

What made this campaign stand out was our team’s focus on taking full advantage of the targeting capabilities of CTV to deliver the messages to the desired audiencies. For example, we could impact all or only some smart devices in the same house, depending on the type of content being broadcasted.

CTV enables real-time insights that allow us to understand our audiences better, and to optimize the campaigns based on these audience behaviours. This way, we could discover new audiences with high engagement ratios such as middle aged groups with a medium to high purchasing power or a younger public who wants to access technology on a budget.

“Smadex CTV allowed us to target the right audience in a premium environment with the reach that allowed us to surpass our new customer registration objectives. The control over audience targeting and sophisticated platform reporting insights allowed us to understand exactly the incremental reach and results we set out to achieve.”

Carlota Pi | CEO de Holaluz