8.4 million impressions and +47% aided awareness in just 6 weeks
A national home decor and furniture retailer was launching its spring collection and wanted to maximize awareness among homeowners and decor enthusiasts. Vertical Hero designed and managed a multi-format CPM display campaign across its home and garden sites, with viewability guarantees and real-time creative optimization.
The challenge
The Vertical Hero approach
A multi-format CPM display campaign deployed across our home and garden network, with guaranteed viewability, creative rotation, and optimized frequency capping.
Multi-format on affinity environments
Deployed on tendancemaison.fr, jardinpourtous.fr, jardinastucieux.fr, and gazonfacile.fr. Formats activated: homepage megabanner, desktop skin on decor sections, 300x250 in-read, and mobile interstitial. Every placement was selected for its direct editorial affinity with the launched collection.
Certified and guaranteed viewability
Every placement was audited and IAS-certified before launch. Only placements with historical viewability above 75% were retained. Real-time monitoring enabled instant deactivation of any placement falling below the contractual threshold.
Creative rotation and A/B testing
Four creative sets were produced by our in-house studio, each showcasing a different piece from the collection. Rotation happened every two weeks with systematic A/B testing to identify the visuals and messaging generating the highest recall rate.
Optimized frequency capping
Capping was set at 5 impressions per unique user for the full campaign duration — calibrated to maximize ad recall without causing fatigue. This parameter was adjusted mid-campaign based on recall data measured during the interim post-test study.
8.4M
Qualified impressions delivered in 6 weeks
78%
Average IAS-certified viewability
0.42%
Click-through rate (vs. 0.15% display average)
+47%
Aided awareness among homeowners 30-55
Why Vertical Hero made the difference
Brand-safe editorial environments
Our thematic sites are properties we fully own and operate. The advertiser knows exactly where their creatives run — no open-web programmatic, no random placements, no risk of adjacency with inappropriate content. This total control over the ad environment is a key driver of ad recall performance.
Native contextual affinity
A user browsing a spring decor trends article on tendancemaison.fr is in the right mindset for home decor messaging. This native contextual affinity — impossible to replicate on social media or the open programmatic web — explains a click-through rate three times above market display averages.
Integrated impact measurement
Vertical Hero coordinated the post-test study with the advertiser's panel, providing the tracking pixels and exposed/control groups needed to measure the awareness uplift. The +47% aided awareness lift validated campaign ROI far beyond standard media metrics.