ElitIntex Solutions

Roofing

AI Commercial Campaign

Carlisle

2025

of Over The Top (OTT) production and

Summary

The effort moved from digital-only tactics to an integrated OTT/CTV campaign that aimed to raise brand awareness and improve lead quality for larger remodeling projects. A clear, repeatable process was established for concept creation, storyboard and script development, broadcast-ready production, geographic OTT deployment, and ongoing measurement and optimization to drive sustained growth.

Challenge

The main challenge was ad fatigue and diminishing returns from frequent digital ads, plus a need to stand out in a competitive remodeling market and reach homeowners planning renovations. The company also faced the hurdle of producing consistently high-quality, on-brand advertising at scale.

Solutions

A five-step approach was implemented: develop strong creative concepts, storyboard and write scripts, produce broadcast-ready spots with consistent branding, deploy on OTT/CTV with geographic targeting, and measure results to continuously optimize campaigns. The program was supported by a base production cost of about $5,000 per concept and scalable media spend to align with growth goals, delivering stronger brand recall and higher-quality, repeatable leads.
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