American Residential Services (ARS), a leading provider of heating, cooling, and plumbing solutions across the United States, announced on February 24, 2026 that it has appointed Horizon Next as its new media agency of record. The partnership signals ARS’s intent to sharpen its local advertising tactics by leaning heavily on video content, precise audience targeting, and robust measurement frameworks.
A strategic shift toward video‑centric local media
In a press release issued from New York, ARS highlighted the need for a more sophisticated approach to local media planning and activation. The company, which operates under a portfolio of 25 brands in more than 55 U.S. markets, will now rely on Horizon Next to handle strategy, planning, execution, and performance analysis for its video, audio, and out‑of‑home (OOH) campaigns.
“ARS operates in highly competitive key markets where media effectiveness depends on both precision and scale,” said Richard Thomas Hill, Chief Marketing Officer of ARS. “Horizon showed a strong ability to bring structure, insight, and analytics to our video strategy while understanding the nuances of local decision‑making across our platform.”
The emphasis on video aligns with broader industry movements. Over the past few years, advertisers in the home‑services sector have increasingly turned to short‑form, platform‑agnostic video to capture attention in fragmented media environments. By integrating video with audio and OOH placements, agencies can construct multi‑touchpoint experiences that reinforce brand recall while driving measurable leads.
Why Horizon Next?
Horizon Next brings a track record of working with brands that depend on local market performance. According to the agency’s leadership, its expertise lies in marrying strategic media planning with granular analytics, allowing clients to allocate spend more efficiently.
“Horizon’s experience in home services and local‑market media positions us to help ARS unlock greater value from video and location‑based channels,” said Gene Turner, President and Global Chief Client Officer at Horizon. “By combining strategic leadership with advanced analytics, we will help ARS drive more efficient growth in the areas that matter most.”
Turner’s remarks underscore a key promise: to move beyond traditional media buying and toward a data‑driven model where each dollar can be traced to a specific outcome, whether that’s a service‑call, a website conversion, or a brand‑awareness lift.
The mechanics of the new arrangement
Under the agreement, Horizon Next will assume responsibility for a suite of media services:
- Strategic planning: Crafting cross‑channel media blueprints that align with ARS’s business objectives and regional nuances.
- Media activation: Purchasing and deploying video inventory on platforms such as YouTube, Hulu, and emerging connected‑TV services, alongside traditional radio and OOH placements.
- Measurement and analytics: Implementing attribution models that tie media exposure to service‑request leads, allowing ARS to gauge ROI at both the market and national levels.
The focus on “video‑led” execution is not merely a creative choice. Video formats, especially short‑form clips optimized for mobile and connected‑TV, have demonstrated higher engagement rates in service‑oriented categories. By centering campaigns around video, ARS hopes to capture the consumer’s attention earlier in the decision funnel and steer them toward a service request.
Industry context: The rising importance of local media intelligence
The home‑services market has traditionally relied on broad‑reach tactics—radio spots, newspaper ads, and generic TV spots—to reach homeowners. However, as digital platforms fragment audiences, advertisers must adopt more granular targeting to stay effective. The ability to layer video with hyper‑local data (e.g., weather patterns, seasonal maintenance cycles, and demographic insights) can dramatically improve relevance.
Analysts note that agencies that can blend creative storytelling with rigorous measurement are gaining a competitive edge. Horizon Next’s emphasis on analytics mirrors a broader shift where media agencies are expected to function as both planners and data scientists, delivering actionable insights alongside creative output.
Potential impact on ARS’s market performance
ARS’s decision to centralize its media operations under a single agency reflects a desire for consistency and scale. By standardizing measurement across markets, the company can identify high‑performing tactics and replicate them in other regions, reducing wasted spend.
Moreover, the partnership may help ARS respond more quickly to market fluctuations. For instance, a sudden heatwave in a particular region could trigger a surge in air‑conditioning service requests. With real‑time analytics, Horizon Next could amplify video spend in the affected markets, driving immediate lead generation.
Challenges ahead
While the collaboration promises data‑rich insights, executing a truly integrated video strategy across 55 markets is complex. Each region presents unique media ecosystems, varying levels of platform penetration, and distinct consumer behaviors. Success will hinge on Horizon Next’s ability to customize media mixes while maintaining a cohesive brand narrative.
Additionally, privacy regulations continue to evolve, especially concerning location‑based targeting. The agency will need to balance granular targeting with compliance, ensuring that data collection and usage adhere to both federal and state guidelines.
Looking forward
The ARS‑Horizon Next partnership arrives at a time when the advertising technology stack is rapidly maturing. Advances in programmatic video buying, cross‑device attribution, and AI‑driven audience segmentation provide the tools needed to execute the ambitious roadmap outlined in the agreement.
If the collaboration delivers on its promise of more efficient, measurable growth, it could serve as a blueprint for other service‑oriented brands seeking to modernize their media approach. The industry will be watching closely to see how quickly ARS can translate video‑centric media spend into tangible service‑request lifts.
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