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Lifting sales for a Quick Service Restaurant, through CTV advertising

A fast casual restaurant chain, wanted to lift sales by advertising on CTV. They turned to Operam for a performance driven ad strategy.

THE GOAL

The restaurant wanted to understand how effective CTV advertising on Hulu would lift sales in their markets with an audience of 18 to 49 year olds.

THE PROCESS

Using a large audience sample to get enough statistical significance, we measured the control group against the average spend per household, shop rate, transaction per household and spend per transaction. With the view to measuring ‘effectiveness of exposure’ to the campaign on Hulu. Of particular interest was the incremental sales lift and increase in awareness and consideration of the restaurant due to advertising on Hulu.

THE RESULTS

The campaign drove a 62% lift in sales, showing the campaign resonated with the Hulu audience and drove conversion. Individuals exposed to the campaign drove a 33% lift in transactions per household, suggesting the campaign influenced repeat purchases. An increased frequency also was found to elicit the highest response rates across key sales metrics.

GatewayGo, a new ad experience, had the biggest impact on sales metrics, pairing with the campaign successfully. Hulu viewers exposed to the campaign spent an incremental $0.02 at the restaurant, compared to those not exposed to the campaign. The campaign drove a 31% lift in transactions per household. This suggests that those exposed to the campaign were more likely to make a repeat purchase at the restaurant. Additionally, there was a 19% lift in shop rate, demonstrating the campaign was effective in converting customers.

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