![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/63e6b8cb1b47bc2d5ccdc10d_Breaking%20Down%20Trex%E2%80%99s%20Digital%20Advertising%20Funnel.png)
Breaking Down Trex’s Digital Advertising Funnel
The Purpose of This Research
- Identify how competitors are reaching viewers in the awareness, consideration and conversion stages of the marketing funnel.
- See how spend, messaging and ad creative fluctuates over time at each stage of the funnel.
- Understand competitor priorities toward involving buyers in the discovery of their brand through campaigns that are made up of a variety of tactics in each respective funnel.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Key Takeaways
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/60c7bc0338e68af93665a498_Key%20Takeaways%20%E2%80%93%C2%A0Divider%20%E2%80%93%C2%A0Gradient.png)
Here’s how Trex is investing in its digital advertising marketing funnel:
Advertising Overview (2020-2022)
- From 2020-2022, Trex invested $3.7M in ads. The highest ad budget increase was in 2022 (+38%).
- Spring and Summer months, Q2 ‘20 (+102%), Q3 ‘21 (+52%) and Q2 ‘22 (+183%), saw more investment than the AYS* for each quarter’s respective year.
- OTT saw the most growth from $31K to $779K (+2,404% YoY).
Marketing Funnel Trends (October 2021-December 2022)
- From October 2021 to December 2022, Trex invested $1.3M into marketing funnel ads.
- Consideration ads saw the lowest investment at $153K.
- Conversion ads saw the highest investment of $651K.
- OTT saw high ad allocation in awareness (47%) and conversion (84%) campaigns.
Ad Creatives
- Awareness: All ads allude to the emotion in building memories that a deck can help create for prospective buyers.
- Consideration: 66% of the budget went to tools to help guide at-home builders from the comfort of their laptops.
- Conversion: All ads follow through on concepts introduced earlier in the funnel. Emotion in awareness ads is repurposed with a Shop at Lowe’s CTA. Tools from consideration campaigns are repurposed to entice viewers to order samples.
*AYS = Average Yearly Spend
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
From 2020-2022, Trex invested $3.7M in ads. The highest ad budget increase was in 2022 (+38%).
![The highest ad budget increase was in 2022 (+38%).](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f033f9e11b78d01043cc01_Trex-Highest-Ad-Budget.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Warm seasons saw +102%, +52% and +183% more investment than average yearly spends respectively across 2020-2022.
The substantial increase in ad spend in Q2 2022 was driven by a large investment in OTT ads ($707K).
![Warm seasons saw +102%, +52% and +183% more investment](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f0341be11b78d01043f4b1_Trex-Season-Ad-Budget.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
OTT saw the most growth from $31K to $779K (+2,404% YoY).
![OTT saw the most growth from $31K to $779K (+2,404% YoY).](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f03435cbce33f14e33746b_OTT-Digital-Ad-Spend.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Paid Search and Display each saw an average decrease of -24% YoY.
![Paid Search and Display each saw an average decrease of -24% YoY.](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f0344ba9541f46fddab1e2_Paid-Search-Display-Ad-Spend.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Facebook, Instagram and YouTube saw increases into 2021, but decreases of -27%, -5% and -100% into 2022, respectively.
![Facebook, Instagram and YouTube saw increases into 2021](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f0345ed34c17428295c6f8_Facebook-Instagram-YouTube-Ad-Spend.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Trex directed ad spend to the following marketing stages:
![Trex directed ad spend to the following marketing stages:](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f03473e11b78d010444cd6_Trex-Directed-Ad-Spend.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
From October 2021 to December 2022, Trex invested $1.3M into marketing funnel ads.
![Trex invested $1.3M into marketing funnel ads.](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f0348c15c66c2792e48b86_Trex-Marketing-Funnel-Ads.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
December 2021, April 2022 and June 2022 saw the top spends on ads about aspirational deck plans.
![the top spends on ads about aspirational deck plans.](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f034a0d34c174282962368_Aspirational-Deck-Plans.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Consideration ads saw the lowest investment at $153K.
From October 2021 to December 2022, consideration ads saw an average ad spend of $10K a month.
![Consideration ads saw the lowest investment at $153K.](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f034cecbce33f14e34251a_Consideration-Ads.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
October 2021, April 2022 and July 2022 saw the top spends on planning tools, product line intros and color intro ads.
![the top spends on planning tools, product line intros and color intro ads.](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f034ebd34c174282969438_Top-Spends-Ads.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Conversion ads saw an investment of $651K.
From October 2021 to December 2022, conversion ads saw an average ad spend of $43K a month.
![Conversion ads saw an investment of $651K.](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f03506e396c0960bcadd1d_Conversion-Ads.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
May and June 2022 saw the top spends on ads similar to awareness aspiration ads but with a CTA to shop at Lowe’s.
![the top spends on ads similar to awareness aspiration ads](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f0351fe396c0960bcae922_Awareness-Aspiration-Ads.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
OTT saw high ad allocation in awareness (47%) and conversion (84%) campaigns.
![OTT saw high ad allocation in awareness (47%) and conversion (84%) campaigns.](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f035379a541f19184b1e9f_OTT-High-Ad-Allocation.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Paid Search saw the majority of its spend in consideration campaigns (70%), followed by awareness campaigns (34%).
![Paid Search saw the majority of its spend in consideration campaigns (70%)](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f0354ee396c0960bcaf88b_Paid-Search-Consideration-Campaigns.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Facebook occupied spend in a portion of each funnel, with the highest allocation in consideration campaigns (13%).
![Facebook occupied spend in a portion of each funnel](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f03565e11b78d01045409b_Facebook-Allocation-Consideration-Campaigns.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Display and Instagram only represented an average of 5% and 2% of the ad spend across funnels.
![Display and Instagram only represented an average of 5% and 2% of the ad spend](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f0357d9a541f19184b659b_Display-Instagram-Ad-Spend.png)
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Awareness
Ad Platforms
From October 2021 to December 2022, Trex spent $565K on awareness ads. 47% of Trex’s budget focused on OTT, followed by Paid Search (34%). Facebook (9%), Display (8%) and Instagram (3%) saw the lowest spends.
Top Ad Campaign Examples
![Awareness Top Ad Campaign Examples](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f03702cbce33f14e36c5ff_Awareness-Top-Campaign-Examples.png)
Messaging Topics
The % is share of budget allocated to high-level awareness campaigns.
- Deck Aspirations (66%)
- More than a Deck (19%)
- HGTV Dream Home (9%)
- Browse Trex (2%)
- Benefits (2%)
- Other (1%)
Awareness Campaign Takeaways
- 30-second ads saw the highest spend (49%) for OTT at $130K.
- Desktop devices (87%) saw the highest ad allocation for Paid Search in awareness campaigns.
- All ads allude to memories that a deck can help create for prospective buyers. OTT ads connect raising a child to eventually hosting their wedding on the backyard deck. Search ads use the simple “Much More Than a Deck” title. These aim to connect with the viewer on a deeper and emotional level.
- Trex participates in the HGTV Dream Home where viewers can enter to win a property with a Trex backyard. The landing page (1) features an image gallery and information about the initiative.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Consideration
Ad Platforms
From October 2021 to December 2022, Trex spent $153K on consideration ads. 70% of Trex’s budget focused on Paid Search, followed by Display (16%). Facebook (13%), and Instagram (1%) saw the lowest spends.
Top Ad Campaign Examples
![Consideration Top Ad Campaign Examples](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f0377021c1696ded2d2a22_Consideration-Top-Campaign-Examples.png)
Messaging Topics
The % is share of budget allocated to high-level consideration campaigns.
- Cost Calculator (50%)
- Partner Highlight (25%)
- Color Selector (11%)
- Color Introductions (9%)
- Competition (2%)
- Other (3%)
Consideration Campaign Takeaways
- 66% of the budget went to tangible campaigns like cost calculators, colour selectors, and even a deck-building academy to help guide the creators from the comfort of their laptops.
- 34% of the budget went to intangible campaigns focusing on familiarizing potential buyers with partner retailers, product sets and offerings as seen in Partner Highlight, Color Introduction and Competition campaigns.
- Trex has subdomain landing pages for both Lowe’s and Home Depot that have respective tool pages for calculating & planning.
- Desktop devices (79%) saw the highest ad allocation for Paid Search in consideration campaigns.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
Conversion
Ad Platforms
From October 2021 to December 2022, Trex spent $651K on conversion ads. 84% of Trex’s budget focused on OTT, followed by Facebook (11%). Paid Search (3%), and Instagram (2%) saw the lowest spends.
Top Ad Campaign Examples
![Conversion Top Ad Campaign Examples](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/64f037c6370266419492c705_Conversion-Top-Campaign-Examples.png)
Messaging Topics
The % is share of budget allocated to high-level conversion campaigns.
- Shop At… (84%)
- Find a Retailer (7%)
- Order a Sample (5%)
- Find a Builder (3%)
- Other (1%)
Conversion Campaign Takeaways
- 84% of the budget featured videos similar to aspirational content in awareness campaigns, however, videos included “Lowe’s” or a “Home Depot” CTA at the end with dedicated brand landing pages.
- Trex also built a retail-finder tool to help viewers locate products in the closest proximity to them.
- 30-second videos (77%) saw the highest spend allocation for OTT in conversion campaigns.
- In consideration campaigns, color selector and detail campaigns are used to make prospects aware of their options. The ‘order a sample’ conversion campaigns follow through on those interests by encouraging buyers to test the product.
![](https://cdn.prod.website-files.com/5e459e61116466aa9af84140/6095caa2cfa57d5d39bf75a6_Slide%20Divider.png)
*Ad spend includes Facebook, YouTube, Display, Paid Search, OTT and Instagram.
*Spend is a directional approximation and does not include retargeting, or behavioural targeting.
*Displayed ad spend is representative of the highlight platform’s entire funnel spend for the highlighted campaign.
Reference:
1. Trex At the HGTV® Smart Home 2022
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