case study

Quick Service Restaurant Increases Customer Appetites

Quick Service Restaurant Increases Customer Appetites

The Challenge

Evaluate TV Strategy to Close Gap With Competition

This QSR relies on contextual TV advertising to drive sales, but it was being outspent by the competition and needed a cost-efficient way to reach likely customers. The QSR wanted to increase earnings and grow their market share through a more targeted, audience-centric approach to its TV advertising.


The Solution

Reach Custom Target of Fast Food Eaters Efficiently

Execute a 4-week audience-targeted campaign designed to reach the QSR brand’s custom target audience with 3% of the brand’s budget.

Custom Targeting

Using our software platform, we created a custom target and predicted where to find them across national TV.

Data Matching

Match third-party credit card transaction data to TV viewing data to determine TV’s impact on purchases made at the QSR, and at its competitors.

The Results

Simulmedia Cost-Efficiently Reached the Client’s Custom Target

Simulmedia’s campaign drove a higher return on ad spend than the client’s other TV media, as well as driving customers to the restaurant at a higher rate with a lower cost per conversion. Overall, Simulmedia’s TV campaign increased purchasing behavior by triple digits, higher than either of the QSR’s top competitors.


89%

Simulmedia’s campaign drove customers to the restaurant with an 89% lower cost per conversion compared to the client’s other TV media.

10 xSimulmedia’s campaign drove a 10x higher return on ad spend than the client’s other TV media.
68 %Simulmedia’s campaign drove customers to the restaurant at a 68% higher rate compared to the client’s other TV media.
110 %Overall, the client’s TV campaign increased purchasing behavior by 110%, higher than both of its top competitors.

Future Optimization

Redefine Target and Reallocate Budget to Optimize Future Campaigns

Simulmedia analyzed the campaign’s performance to further optimize future campaigns, recommending:

  • Re-defining the target audience to Males 18-34 because they were most responsive to the creative, compared to other demographics
  • Reallocating 30% of its next TV campaign budget to Simulmedia which, after a simulation analysis, is projected to increase the client’s return on ad spend by over 50%