An innovative programmatic approach to traditional media buying leads to a higher ROI for Schlage.

May 2, 2018

Whitepaper header - Schlage Programmatic TV image showing Schlage content on a phone and a TV.

Executive Summary

More than a third of marketers are leveraging data, martech targeting tools and integrated strategies that didn’t exist five years ago. This has been a boon, particularly, for small-to-mid-sized companies looking to level the playing field with larger marketers who had dominated with traditional buys and budgets – big budgets – for decades. Outmoded “pay and spray” strategies and the tactics generally ascribed to them are being rapidly supplanted by new-gen data technologies and highly-targeted approaches that are not only more effective, but more cost efficient. These have evolved specifically to leverage a single view of key audiences and to create a singular connected customer experience once an audience has been identified.


This was the foundation upon which The Basement, with a myriad of resource partners including Centro, placemedia and Samba TV, built its innovative, automated marketing platform for the Schlage Lock Company. Between 2016 and 2018, the Schlage marketing team replaced traditional advertising and marketing communications with a data-informed, always-on initiative that connected across multiple touchpoints and integrated channels. The result, indexed against KPI:


  • 60% lift in ad efficiency
  • 6x improvement in creative performance
  • 50% YoY increases in qualified leads delivered to eComm
  • 3x increase in ROI


As of this writing, the program continues to collect data and evolve. This forwards a look at the situation facing the agency teams, the challenges inherent in Schlage’s marketing ecosystem and the solutions at which Schlage, The Basement and their partners collaboratively arrived.

George Evans
Director of Brand & Content Strategy

I'm a writer by vocation, a marketer by profession and I've been telling brand stories for nearly 40 years. The channels have changed, but the fundamentals of spinning a good yarn are timeless. Our grasp of this is why I joined The Basement in 2016, following 10 years at the helm of my own shop. We have great stories to tell.