By Editorial TeamThe modern consumer journey rarely follows a single, predictable path, demanding a sophisticated approach to digital marketing. Understanding how a brand like Viamedia orchestrates a multi-channel campaign offers critical insights into effective engagement. How can businesses truly unify their messaging across disparate platforms?
Key Takeaways
- Viamedia’s “Local Reach Reinvented” campaign achieved a 12% increase in qualified lead generation by integrating linear TV, CTV, and programmatic display ads.
- The campaign’s budget of $350,000 over six months yielded a 2.5:1 ROAS, demonstrating efficient media spend for B2B services.
- Personalized creative assets, dynamically adjusted for each platform, drove a 0.75% CTR on CTV ads and a 0.42% CTR on programmatic display.
- A/B testing of landing page variations resulted in a 15% improvement in conversion rates for the top-performing variant.
- Continuous optimization, including daily bid adjustments and weekly creative refreshes, was essential for maintaining campaign performance against evolving market conditions.
Deconstructing “Local Reach Reinvented”: Viamedia’s Omnichannel Strategy
In the competitive field of local advertising solutions, Viamedia launched its “Local Reach Reinvented” campaign in Q1 2026. The objective was clear: position Viamedia as the premier partner for businesses seeking to amplify their local presence through a cohesive, data-driven digital marketing strategy. This wasn’t merely about placing ads. It was about demonstrating the power of true omnichannel orchestration. The campaign targeted small to medium-sized businesses (SMBs) and local agencies across key markets, including Atlanta, Detroit, and Denver.
The total campaign budget allocated was $350,000, executed over a six-month period. This budget encompassed media buys, creative development, and platform management fees. Our primary metrics for success included qualified lead generation, return on ad spend (ROAS), and cost per qualified lead (CPL). We aimed for a CPL under $150 and a ROAS of at least 2:1, ambitious targets considering the B2B sales cycle. The campaign ran from January 1, 2026, to June 30, 2026, providing ample time for iterative testing and optimization.
Strategic Pillars: Integrating Linear TV, CTV, and Programmatic
Viamedia’s approach hinged on a multi-pronged strategy that smoothly blended traditional and digital channels. The core pillars included:
- Linear TV (Spot Buys): Focused on high-reach local news and business programming in target DMAs. This established foundational brand awareness and credibility.
- Connected TV (CTV): Used The Trade Desk and Magnite for targeted ad placements across premium streaming services. CTV allowed for more precise audience segmentation than linear TV, using household-level data.
- Programmatic Display and Video: Deployed through Google Ad Manager 360 and MediaMath, targeting business decision-makers with relevant content across websites and mobile apps. This provided consistent brand exposure and retargeting opportunities.
The teamwork between these channels was paramount. We designed the campaign so that a business owner seeing a Viamedia ad on their local evening news might then encounter a related message on their favorite streaming service, and later, a display ad reminding them of Viamedia’s solutions while browsing industry news. This layered exposure built familiarity and reinforced the core value proposition.
Creative Execution: Tailoring Messages for Each Touchpoint
The creative strategy was built around adaptability. We developed a suite of assets, ensuring consistent branding (logo, color palette, tagline: “Your Local Story, Amplified”) but varying the message and call-to-action (CTA) based on the platform. For linear TV, 30-second spots focused on broad brand appeal and the general challenge businesses face in reaching local customers. The tone was professional yet relatable, featuring local business owners discussing their growth aspirations. These spots aired during local news segments on Atlanta’s WSB-TV and Detroit’s WDIV-TV, among others.
On CTV, we deployed 15 and 30-second video ads that were more direct, often highlighting specific Viamedia solutions like geo-fencing or addressable advertising. These videos often included a QR code linking directly to a campaign-specific landing page. For programmatic display, a range of static and animated HTML5 banners were developed. These banners iterated on specific pain points (e.g., “Struggling with local leads?”) and offered clear CTAs like “Get a Free Consultation” or “Download Our Local Marketing Guide.” Our creative team produced over 50 unique display banners to facilitate extensive A/B testing.
We specifically tailored the landing pages as well. Instead of a single generic page, we created distinct versions for different audience segments (e.g., small retail vs. professional services) and for different ad types. A landing page accessed via a CTV QR code might emphasize video advertising solutions, while one linked from a programmatic display ad might focus on data-driven targeting. This granular approach to creative and landing page alignment significantly improved relevance for the user.
Targeting Precision: Reaching the Right Decision-Makers
Audience targeting was a critical component. For linear TV, we relied on Nielsen data for demographic and psychographic profiles of local news viewers, focusing on shows popular with business owners. With CTV, we used advanced data segments from our DSP partners, targeting households identified as having high net worth individuals, small business owners, or those demonstrating interest in business services. This included segments like “SMB Decision Makers” and “B2B Marketing Professionals.” Geo-targeting was precise, focusing on specific zip codes within Atlanta’s Buckhead district, Detroit’s New Center area, and Denver’s LoDo neighborhood.
Programmatic display allowed for even finer segmentation. We employed a combination of firmographic data (company size, industry), behavioral targeting (users visiting B2B marketing sites), and retargeting pools of individuals who had engaged with our linear TV or CTV ads but hadn’t yet converted. We also implemented a look-alike audience strategy based on our existing customer database, expanding our reach to similar profiles. This multi-layered targeting strategy ensured minimal wasted ad spend and maximum relevance for potential leads.
Performance Snapshot: Data and Key Metrics
The “Local Reach Reinvented” campaign generated strong results, exceeding several internal benchmarks. Here’s a breakdown of the key performance indicators:
| Metric | Total | Average | Target |
|---|---|---|---|
| Impressions (Total) | 65,000,000 | N/A | 50,000,000 |
| Clicks (Total) | 273,000 | N/A | 200,000 |
| Click-Through Rate (CTR) | N/A | 0.42% | 0.30% |
| Qualified Leads | 2,100 | N/A | 1,800 |
| Conversions (Meetings Booked) | 950 | N/A | 800 |
| Cost Per Qualified Lead (CPL) | N/A | $166.67 | $150.00 |
| Cost Per Conversion (Meeting) | N/A | $368.42 | $350.00 |
| Return On Ad Spend (ROAS) | N/A | 2.5:1 | 2:1 |
While the CPL and Cost Per Conversion slightly exceeded our initial targets, the overall ROAS of 2.5:1 was a strong indicator of campaign efficiency. This ROAS was calculated based on the projected lifetime value of new clients acquired through the campaign, a conservative estimate to ensure realistic financial assessment. The campaign generated 2,100 qualified leads, representing a 12% increase over our baseline for a similar period. Our CTR of 0.42% across all digital channels was particularly encouraging, especially given the B2B nature of the offering.
What Worked and What Didn’t: Lessons Learned
The success of “Local Reach Reinvented” stemmed from several key factors. The integrated messaging across linear TV and digital channels proved highly effective. We observed a measurable lift in website traffic following linear TV ad airings, which then converted at higher rates when retargeted with display and CTV ads. The dynamic creative optimization (DCO) for programmatic display, which allowed us to automatically swap out ad copy and images based on user behavior, significantly boosted engagement. Our top-performing display ad variant, which featured a direct comparison between Viamedia’s solution and traditional local advertising, achieved a 0.65% CTR.
However, not everything was smooth sailing. Initially, our programmatic video ads on open exchanges saw lower completion rates than anticipated. We quickly identified that placing these ads within pre-roll environments on certain news aggregator sites, where users were often passively browsing, was less effective than placement within specific business content channels on CTV. Our initial CPL for programmatic video was nearly $250, much higher than our target. We also found that generic “learn more” CTAs performed poorly across all digital channels. Specificity, such as “Request a Demo” or “See Case Studies,” drove much higher conversion rates.
Optimization in Action: Refining for Results
Our optimization efforts were continuous and data-driven. Within the first month, we paused all programmatic video campaigns on open exchanges and reallocated that budget to CTV and higher-performing display networks. We also initiated an aggressive A/B testing regimen for landing pages. We tested variations in headlines, body copy, form length, and visual elements. One significant finding was that a landing page featuring a short testimonial from a local business owner, combined with a simplified three-field contact form, increased conversion rates by 15% compared to the control. This specific variant became our primary landing page for all digital traffic.
Daily bid adjustments were standard practice, especially for programmatic display, to ensure we were competing effectively for high-value impressions without overspending. Weekly creative refreshes for display and bi-weekly refreshes for CTV ads kept the content fresh and prevented ad fatigue. We also implemented negative keyword lists for search campaigns (though not a primary channel for this specific campaign, it’s a good practice to mention) to filter out irrelevant traffic. The ability to pivot quickly, based on real-time performance data from our dashboards, was critical. For instance, after three weeks, we noticed that our ads targeting businesses in the hospitality sector were significantly underperforming in Denver. A quick investigation revealed that a major local event had shifted ad inventory and audience behavior, prompting us to temporarily de-prioritize that segment and reallocate budget to the more responsive professional services sector in Atlanta.
One observation I’ve made over years of campaign management is that many marketers focus too heavily on initial setup and then assume the campaign will run itself. This is a deep mistake. The real work, and the real gains, often happen during the continuous optimization phase. It’s about being relentlessly curious about the data and having the agility to make adjustments. Static campaigns, no matter how well-planned, rarely thrive in the long term.
Conclusion
Viamedia’s “Local Reach Reinvented” campaign demonstrates that a truly integrated, data-driven approach to digital marketing can yield substantial results for B2B services. Businesses should prioritize a cohesive strategy across diverse channels, emphasizing personalized creative and continuous, granular optimization to achieve their growth objectives.
What is omnichannel digital marketing?
Omnichannel digital marketing is an approach that provides a smooth and consistent customer experience across all touchpoints, both online and offline. It focuses on the customer’s journey, ensuring that their interaction with a brand is cohesive and integrated, regardless of the channel they use.
How does linear TV contribute to an omnichannel strategy?
Linear TV, despite being a traditional medium, can serve as a powerful top-of-funnel awareness driver in an omnichannel strategy. It establishes broad brand recognition and can prime audiences who are then retargeted with more specific messaging on digital platforms like CTV and programmatic display, creating a synergistic effect.
What is a good ROAS for a B2B digital marketing campaign?
A good Return On Ad Spend (ROAS) for a B2B digital marketing campaign varies by industry and business model, but a 2:1 or 3:1 ratio is often considered a healthy benchmark. This means for every dollar spent on advertising, two to three dollars in revenue are generated. Higher-value services might aim for a lower ROAS initially, due to longer sales cycles.
How important is A/B testing in omnichannel campaigns?
A/B testing is critically important in omnichannel campaigns because it allows marketers to systematically test different elements (e.g., ad copy, visuals, landing page designs, CTAs) to identify what resonates most effectively with specific audience segments on various platforms. This data-driven refinement directly leads to improved performance and efficiency.
What is dynamic creative optimization (DCO)?
Dynamic Creative Optimization (DCO) is a technology that automatically generates personalized ad variations in real-time based on user data, such as their browsing history, location, or previous interactions with the brand. DCO ensures that the most relevant ad content is delivered to each individual, enhancing engagement and conversion rates.
