"Versmos team is super talented and very quick. Easy to work with and gets the vibe effortlessly." - Dilpreet Kaur Founder & CEO at South Asian Today
Case study
Motion and titling designed for viewing distance rather than for a phone feed, for a home services marketing agency testing streaming TV.
Salty's Media is a digital marketing agency working exclusively with home services businesses — contractors in roofing, remodeling and adjacent trades. Their positioning is aimed at operators who have been burned before: they describe themselves as the partner for home services businesses who feel marketing has failed them.
They run paid acquisition across Google, Meta and Microsoft, plus landing pages, CRM sync and retargeting. Publicly they cite over a million qualified leads generated and more than 400 contractors served.
We have worked with Salty's Media across several formats, including testimonial video and an introductory 2D explainer. This project was different: they were testing a channel they had not run before.
Salty's Media wanted to test OTT — streaming television inventory — as an acquisition channel. They were the advertiser here, running the spot for their own lead generation. They supplied a script and a single instruction that shaped everything after it: make this stand out.
That instruction matters more than it sounds. An agency that runs paid social for a living knows exactly what performs in a feed. OTT is a different problem. The viewer is on a couch, not a phone. The sound is on. The ad is unskippable and it is playing on a large screen, next to broadcast-grade inventory from national advertisers. Feed-native conventions — fast cuts, burned-in captions, hook-in-two-seconds — read as cheap in that context.
No reference edit on this one. The direction had to be proposed rather than matched, which made the first round of frames the most important step in the project.
The core decision was to stop treating this like a paid social asset scaled up. That meant longer holds, fewer cuts, a wider sense of space in the frame, and a sound design that assumes audio is on rather than treating it as a bonus.
Text that is legible on a phone at arm's length behaves differently across a living room. We sized and spaced the typography for viewing distance, and kept simultaneous on-screen text to a minimum so nothing competed for attention.
"Make it stand out" and "sell to contractors" pull against each other. Contractors buying marketing services are skeptical buyers — the category is full of overpromising. So the distinctiveness went into craft rather than into volume: motion quality, pacing, and restraint, rather than louder graphics or bigger claims.
OTT inventory renders across connected TVs, streaming sticks and apps that crop and letterbox differently. Everything critical was kept inside a conservative safe area so the spot survives whatever the platform does to the edges.
The campaign the creative ran in has delivered 313 leads at $137.66 cost per lead, across a reach of 102,124. It is still running.
Creative is one input in a paid campaign alongside targeting, budget, landing page and offer. These are the campaign's numbers, and our creative ran in it.
