Industry: Senior Living / Healthcare
Objective: Increase brand awareness and engagement across multiple digital channels to attract seniors and caregivers exploring independent and assisted living options.

Overview
A regional retirement community partnered with 535 Media to expand awareness and drive engagement across Western Pennsylvania. The goal was to position the organization as a trusted, high-quality care option for seniors aged 65+ and their families through a multi-channel digital strategy.

The campaign included Programmatic Display, Retargeting, OTT/CTV, YouTube, Paid Search, and Social Media, allowing the brand to reach audiences across every stage of the decision journey – from awareness to conversion.

Performance Summary
The campaign ran from September 29 to October 26, 2025, and produced outstanding results across all tactics:

• Targeted Display:
  • 359,101 impressions | 721 clicks | 0.20% CTR
  • Surpassed campaign goals with strong engagement and geographic precision.

• Retargeting Display:
  • 110,636 impressions | 79 clicks | 0.07% CTR
  • Delivered consistent visibility among users previously engaged with the brand’s website.

• OTT/CTV:
  • 162,764 impressions | 97.9% completion rate
  • Demonstrated exceptional audience engagement and message retention through video.

• YouTube:
  • 138,430 impressions | 8,368 video views | 11.19% view rate
  • Exceeded view benchmarks, reinforcing brand awareness among caregivers and families.

• Paid Search:
  • 4,709 impressions | 970 clicks | 20.6% CTR
  • Remarkable engagement levels from intent-based queries, producing over 625 conversions.

• Social Media:
  • 257,666 impressions | 353 clicks | 0.14% CTR
  • Drove strong engagement and community awareness through localized messaging.

Results
The campaign achieved multi-channel synergy, combining broad awareness from video with conversion-focused Paid Search. Google Analytics reported 12,743 page views and 7,874 sessions, with 6,004 from new users – signaling continued growth in brand discovery.

The independent living and home pages emerged as top destinations, showing that awareness ads effectively funneled users to key conversion paths.

Key Takeaways

• A cross-channel mix combining CTV, search, and display created a balanced funnel from awareness to action.
• Mobile-first creative was essential, driving nearly 70% of all clicks.
• The campaign consistently exceeded performance benchmarks across nearly every channel.

Impact Across Senior Living Clients

In this sector, 535 Media consistently achieves:

• 20–25% higher CTRs than industry averages across paid search and display.
• Video completion rates above 95%, ensuring strong message retention.
• Clear ROI through tracked calls, form fills, and web conversions.