Why CTV & FAST Are Game-Changers for Local Home Services

Written By Jeff Dillman

Credibility Drives Customer Decisions — and CTV Builds Trust

In home services, trust is everything. Whether a homeowner needs a roof replaced, their HVAC unit repaired, or new windows installed, credibility often determines who gets the call. But how do you build that credibility in crowded markets?

Connected TV (CTV) and Free Ad-Supported Streaming TV (FAST) give contractors a scalable way to appear on the biggest screen in the house—earning visibility and trust, while targeting only the neighborhoods and households that matter.

1. Builds Trust Where Local Customers Live

CTV puts your brand on streaming platforms like Hulu, Roku, Tubi, and YouTube TV—right alongside trusted, premium content. That context elevates your credibility.

Teads reports CTV generates a 24% lift in trust and 16% lift in purchase intent compared to social ads. Ads served in a living room setting are remembered longer and respected more. It's TV—but trackable.

2. You Can Target The Right Homes—Not Just Broad Audiences

This is where CTV becomes a game-changer: addressability.

Unlike traditional TV, CTV lets you define exactly who sees your ads:

  • By ZIP code

  • By household income

  • By homeownership

  • Even by property age, renovation interest, or past behavior

According to Kortx, 60% of marketers cite "addressable household reach" as the top driver of performance in CTV. Using first- and third-party data, advertisers can avoid wasted impressions and zero in on decision-ready consumers.

Example:
A roofing contractor in Naperville can run CTV ads only to homeowners in 60540, aged 35–65, with single-family homes built before 1990. That’s more precision than any other video channel—at scale.

3. Full-Funnel Impact: CTV Powers Awareness + Search Conversions

CTV isn’t a siloed awareness play. It boosts performance across search, social, and retargeting.

StackAdapt found CTV plus PPC reduced Customer Acquisition Cost by 30%.
Wurl reports a 20–40% lift in branded search volume within 72 hours of a CTV impression.
Infinity Marketing showed that CTV drives more qualified engagement across sequential touchpoints—creating a full-funnel growth loop.

Result: CTV warms up your prospects, then search and retargeting close the deal faster and cheaper.

4. Measurable Outcomes, Not Just Impressions

With addressable CTV, you’re not guessing if it worked—you’re tracking actual outcomes.

Teads reported 2,800+ incremental site engagements in one campaign.
Farm & Home Supply achieved 98% video completion and $2.30 cost per site session.
Attribution tools via view-through tracking and CRM match-backs show the full journey: from impression → site visit → booked job.

5. FAST = Affordable, Scalable Local Reach

FAST platforms like Pluto TV, Roku Channel, and Tubi are exploding—now reaching 75%+ of U.S. households. And they come with lower CPMs than subscription-based CTV.

StackAdapt notes that ad-supported CTV is growing 2x faster than traditional SVOD, and that $25–$35 CPMs are common for household-level targeting.

FAST offers TV-size credibility with programmatic precision and local flexibility—perfect for regional service companies.

Why CAC Marketing Is Built for This

We combine CTV strategy with home services expertise, using advanced data and tech to run efficient, credible campaigns that convert.

What makes us different:

  • Hyper-local targeting — ZIP, homeowner status, income, behavior

  • Creative support — Need video? We’ll help you create it

  • CRM integration and attribution — We show how CTV drives calls and booked jobs

  • Full-funnel mindset — We don’t stop at impressions—we connect the dots to revenue

Ready to Build Credibility with the Right Audience?

Let’s get your business on TV—the right screens, for the right households, at the right time.

Schedule your free strategy session to map out a high-performance CTV campaign with CAC Marketing.

Jeff Dillman