Linear + Streaming Work Better Together
Linear established broad brand awareness, while streaming layered in precision. The two tactics reinforced one another, turning exposure into measurable action.
Challenge
A national consumer goods brand was eager to take its campaigns to the next level. While its broad linear TV strategy had already established strong brand awareness and reach, the client wanted to go further—driving shoppers into stores and influencing real purchase behavior.
The big question:
How can we get audiences not just to see the ads, but to actually take action at the retail level?
To make that happen, the campaign needed more than just broad coverage. It required a tactic that could pinpoint priority neighborhoods, focus on audiences living near key retail locations, and deliver messaging where it would most likely translate to sales.
That’s where zip code targeting tactics came into play. By layering precision targeting at the zip code level, we were able to narrow in on the client’s audience with greater accuracy and create a clear path from awareness to in-store purchase.
Solution
We designed a 7-week campaign focused on zip-code targeting in markets anchored by major retailers. To isolate the impact of adding streaming, we divided zip codes into two key groups:
Streaming + Linear Zip Codes — neighborhoods where audiences were reached across both linear TV and streaming platforms.
Linear-Only Zip Codes — neighborhoods that received only linear TV coverage.
By creating a “test and control” environment, we could directly compare performance.
To ensure that the data wasn’t skewed by population differences (since one zip code could have 10,000 residents and another 50,000), we applied Population Normalization—measuring sales per 1,000 residents. This approach gave a true apples-to-apples view of performance and allowed us to clearly see the incremental effect of adding streaming to linear buys.
Resuts
The results proved the strength of zip code targeting tactics:
In Streaming + Linear Zip Codes, units sold per 1,000 residents hit 2.847.
In Linear-Only Zip Codes, that number was just 1.735.
That’s a 64% sales lift in zip codes where streaming was layered into the strategy.
When we removed normalization and compared average units sold per zip code on a direct retailer-to-retailer basis, streaming still proved its strength:
Linear-Only Zip Codes (“Walmart Only”)
1052 zip codes
Average units sold per zip: 36.04Streaming + Linear Zip Codes (“Common”)
64 zip codes
Average units sold per zip: 45.27
Even without adjusting for population, zip codes targeted with streaming outperformed those with linear alone—showing that zip code targeting tactics consistently translated into stronger sales lift across different measurement approaches.
Takeaway
This test showcased how geotargeting strategies unlock measurable lift. By leveraging zip-code level precision, we were able to show that campaigns don’t just need to be big—they need to be smart.
Linear TV continues to deliver unmatched reach, but when paired with localized streaming tactics, the results are undeniable: more sales, stronger ROI, and a clear path forward for brands who want to convert awareness into action at the shelf.
Looking to maximize your media spend with smarter zip code targeting? Diray Media helps brands turn audience insights into real retail impact. Let’s talk about building your strategy.