ADT has long been the leader in the home security industry, with security systems backed by more than 140 years of experience. However, more brands have continued to emerge and carve out space in the industry. In 2020, the U.S. market for home security systems was valued at $14.1 billion.

To stay ahead of the competition, ADT knew they needed to expand beyond their traditional media strategy of direct mail and television ads. ADT contacted Radius to help their brand find footholds in new, modern, digital-focused sales channels.

While ADT still dominated the traditional media landscape, a huge crop of DIY home security brands were seizing the world of digital communication. These brands were pushing innovative features such as home automation and skipped the need for installation crews and appointments – a stark contrast to ADT’s typical offerings.

Radius began digging into trends in the overall home services industry and noticed consumers had increased their spending on home improvement projects while also demanding access to thoroughly reviewed and vetted professionals. While small DIY brands might have won the consumer’s initial attention, they still chose to do more research before making a purchase. Consumers turned to home services platforms like Angi.com (formerly Angie’s List) to verify the savvy marketing messages they saw from home security providers. With this information in mind, Radius turned to Angi.com to start winning the research battle.

Through a calculated strategy of paid advertising on the Angi.com platform and a system of encouraging customer reviews, Radius was able to place ADT at the top of the home security segment in the 45 largest metro areas in the United States.