When it comes to advertising, the big question is always: what really moves the needle? At Diray Media, we’re constantly looking for ways to not just run campaigns, but to uncover strategies that actually change outcomes. Recently, we partnered with a consumer goods brand sold in big box retailers, and the story that unfolded was one worth sharing.
The Challenge
Our client wanted to know if they could get more out of their existing media. They were already running linear TV, strong coverage, lots of impressions, but the question was: what happens if we layer in streaming, specifically zip code targeting? Could it make a measurable difference at the store level?
How We Approached It
We ran a 7-week campaign across Target stores. To keep things clean, we divided zip codes into two clear groups:
• Streaming + Linear Zip Codes: areas where residents saw ads across both linear TV and streaming platforms.
• Linear Only Zip Codes: areas where ads ran strictly on linear TV.
Now, here’s where it gets interesting: not all zip codes are created equal. Some are densely packed with people; others are more sparsely populated. To make sure the analysis was fair, we used Population Normalization, a fancy way of saying we measured units sold per 1,000 residents so we were comparing apples to apples.
The Numbers Don’t Lie
And the results? Let’s just say they made us sit up a little straighter:
• Streaming Zip Codes: 2.847 units sold per 1,000 residents
• Linear Only Zip Codes: 1.735 units sold per 1,000 residents
That’s a 64% sales lift in areas where streaming was added on top of linear.
Put another way, streaming didn’t just “add a little boost.” It supercharged the impact.
Why It Works
So why did we see such a jump? A few key reasons:
• Streaming finds the incremental shopper. Linear is fantastic for reach, but streaming can home in on specific households in specific neighborhoods.
• Repetition builds recall. When consumers see a brand across multiple screens, it sticks.
• Zip code targeting removes the guesswork. We weren’t blanketing everywhere. We were intentional about where and how the message showed up.
The Bigger Picture
The takeaway? Linear and streaming aren’t an either/or. They’re better together. By zeroing in at the zip code level, we proved that smarter targeting can directly translate to stronger sales performance.
For our client, it wasn’t just about impressions, it was about real units moving off the shelves. And that’s the kind of story we love to tell.
Want to see how zip code targeting could transform your brand’s results?
👉 Let’s talk strategy