Bridging Strategy and ROAS
The Problem
A national alcohol brand needed to support its distribution partners scattered across 13 separate markets simultaneously.
The Solution
Rather than relying on standard circulation-based planning, the strategy centered on a custom targeting model built using Google Traffic data to identify high-intent placement windows.
Mapping freeway exit patterns during evening rush hour pinpointed locations sitting directly in the path of consumers heading toward high-density retailer clusters.
That intent layer is what separated this from a typical reach-and-frequency buy.
Evening Rush Snapshotting
Manual recording of traffic congestion between 4-6pm to simulate the evening commute.
Tactical Ad Placement
Targeted the 4–6pm commute window when purchase intent was highest and a retailer was one exit away.
ROAS: 28% Sales Increase
Hover For Key Outcomes
This infrastructure allowed media buyers to deploy budget strategically—maximizing GRPs, Reach, and Frequency during the evening rush. It effectively saturated the user's attention across both physical and digital planes during peak intent windows.