From Screens to Site Visits: How a Homebuilder Used Streaming Ads to Reach Buyers
Homes by Westbay
Homes by Westbay is a leading luxury homebuilder in the Tampa Bay region, known for its sophisticated floorplans, upscale finishes, and family-oriented communities. Targeting high-income individuals and families, Homes by Westbay sought to increase regional brand awareness and drive qualified foot traffic to its communities during the spring 2025 buying season. In partnership with Chappell Roberts, Manicz Media was tasked with developing and executing a cross-platform campaign to engage home-seekers with intent and financial readiness.
Targeting Strategy: High-Intent Buyers with Financial Readiness
Manicz Media deployed a precision audience strategy using Micro-Personas™ to segment and reach core home-buying profiles in the Tampa market. The campaign focused on:
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Upscale Renters Exploring New Builds (HHI $150K–$300K): Engaged on CTV and YouTube, especially during evening hours.
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Remodeling Families Seeking New Builds (HHI $125K–$200K): Listened to home improvement podcasts during morning commutes.
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Affluent First-Time Buyers (HHI $125K–$250K): Responded to CTV retargeting during weekend afternoons.
Credit bureau data from Experian and TransUnion confirmed that 70% of the audience had credit scores above 700, reflecting high purchase readiness.
Media Solutions Utilized: A Multi-Channel Approach
The campaign used a blend of Connected TV, YouTube, Streaming Audio, and Retargeting. Key solutions included:
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Connected TV (CTV): Premium inventory across Netflix, Hulu, Disney+, Peacock, and Tubi.
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YouTube Pre-Roll: Transitioned from :30 to :15 creatives to optimize completion rates.
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Streaming Audio & Podcast Ads: Delivered via Spotify, Pandora, Amazon Music, and iHeart.
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Viewer & Listener Retargeting: Reinforced messages with high-frequency follow-up ads.
Impressions Served:
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CTV: 1.2M
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YouTube: 3.2M
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Streaming Audio: 1.7M
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Retargeting: 989K across CTV & Audio
Audience Response and Engagement
Video Completion Rates:
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CTV: 97.55%
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YouTube: 76% average, 98% with :15s
Audio Completion Rate:
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Streaming & Podcast: 95.69%
Retargeting Click-Through Rates (CTR):
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CTV Retargeting: 0.26%
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Audio Retargeting: 0.20%
These figures outperformed industry benchmarks, particularly for video and audio completion.
Foot Traffic Attribution: In-Market Impact
Using mobile location data, Manicz Media tracked 2,145 attributed visits to Homes by Westbay model homes.
Top Performing Tactics by Attributed Visits:
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Streaming Audio: 855 attributed visits
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CTV Retargeting: 556 attributed visits
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Audio Retargeting: 634 attributed visits
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Standard CTV: 100 attributed visits
This shows that layered frequency had a strong influence on driving real-world action.
Top Performing Platforms and Placements
CTV Platforms (by Views):
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Netflix: 637K
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Hulu: 273K
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Disney+: 252K
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Tubi & Peacock: ~215K each
Top Shows:
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Stranger Things (Netflix)
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The Bear (Hulu)
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Property Brothers: Forever Home (Tubi)
- Star Wars: Andor (Disney+)
Top Podcasts:
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The Journal (WSJ)
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SmartLess
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The Daily (NYT)
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Marketplace
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How I Built This
Top Websites (Click Volume):
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Zillow, Realtor.com, Trulia
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NYTimes.com, Forbes.com, FoodNetwork.com
Optimization Strategies That Drove Results
Throughout the campaign, Manicz Media actively optimized:
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Switched YouTube creatives to :15s to boost video completion to 98%
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Prioritized home improvement and luxury podcasts using Circana data
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Retargeted high-value users post-CTV/audio engagement
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Shifted underperforming site inventory to lifestyle and real estate domains
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Targeted Zillow, Realtor.com, and Trulia with behavioral overlays from Lotame and Acxiom
Final Takeaway
This campaign proved the value of a multi-tactic digital strategy, combining strong creative execution with intelligent audience modeling. With over 2,100 attributed community visits, industry-leading completion rates, and detailed optimization, Manicz Media helped Homes by Westbay connect with the right audience at the right time, on the right screen.
