The Challenge
A Detroit-based Quick Service Restaurant (QSR) brand aimed to increase website visits and online orders for three specific locations within the Detroit DMA. The challenge involved precisely targeting adults aged 25-54 who are casual restaurant intenders within a 10-mile radius of the restaurants, ensuring the marketing message reached this demographic effectively without overspending.
Accurate audience segmentation was crucial, requiring a deep understanding of their preferences, behaviors, and streaming TV consumption habits. Additionally, the success of the campaign would be measured by its ability to drive tangible conversions, necessitating clear metrics and tracking mechanisms to assess the impact of these advertising efforts.
Locality’s Solution
Locality addressed the QSR brand’s challenges with tailored streaming TV advertising solutions. Through a focused strategy aimed at engaging the target audience and delivering measurable results, Locality implemented a range of innovative approaches to drive online orders and boost website visits.
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- Custom Audience Development: Locality started by understanding the QSR brand’s target audience, including their preferred locations, demographics, and behaviors. Leveraging this information, Locality built a custom data-driven audience tailored to the advertiser’s specific requirements. This ensured that the advertising efforts were directed towards individuals most likely to engage with the brand and make online orders.
- Targeted Streaming Video Ad Creative: Utilizing Locality’s direct partnership with premium streaming publishers, the QSR brand capitalized on high-quality streaming video ad inventory to maximize its exposure among the local target audience. This strategic placement ensured prominent visibility and engagement within popular streaming genres like news, entertainment, and sports content. By prioritizing quality ad placements, the campaign effectively engaged with potential diners while safeguarding the viewer experience. This approach enabled the brand to effectively reach “cord nevers,” “cord cutters,” and “cord stackers” in their key markets.
- Measurement Partnership: Locality partnered with LoopMe, a leading measurement and analytics platform, to assess the effectiveness of the QSR brand’s local streaming video campaign. LoopMe’s capabilities enabled dcomprehensive tracking and analysis of key performance indicators, particularly website visits and online orders (conversions) attributed to ad viewers.
Results
By implementing these streaming TV advertising solutions, Locality helped the QSR brand overcome the challenges of reaching and engaging its target audience within a specific geographic region while driving measurable results in terms of website visits and online orders. Through strategic audience targeting, compelling messaging, and rigorous measurement and optimization, Locality enabled the QSR brand to achieve its advertising objectives and stay competitive in the market landscape.
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- Locality’s streaming QSR campaign delivered 3.03M impressions during the 6-week flight.
- 56% of Locality’s streaming video ad viewers that visited the website Clicked to Order.
- 23% of Locality’s streaming video ad viewers that visited the order page Made a Purchase.
