New York, September 2, 2014 - Videology— one of the world’s largest video advertising platforms— today released a new research report (download here) showcasing how three quick-serve restaurant chains (QSRs) drove measurable upticks in offline sales through digital video advertising campaigns.
The advertisers in the study found that online video campaigns enabled them to improve offline sales by building awareness, increasing reach, targeting prime customers in the appropriate locations, and/or determining optimal frequency. The case study results were derived using Videology’s Sales Impact product, which ties online ad exposure to anonymous offline purchase data.
“Historically, TV has been the medium of choice for QSR advertisers,” said Scott Ferber, Chairman and CEO of Videology. “But these marketers are now beginning to see that online video can offer all of the benefits of TV – plus the added bonus offline sales measurement. The ability to tie online exposure to offline sales is a crucial link for brands, and we see it as a critical driver of digital video adoption for a wide range of advertisers.”
The case studies analyzed data from three campaigns running from Q2 2013 through Q2 2014. Key findings included:
- A regional restaurant that used a highly targeted plan to drive 11% lift in the number of visits, and 5% increase in spend among customers exposed to the online video campaign
- A major fast food chain that ran heavily targeted video ads on premium full-episode player content to upsell potential diners to the higher priced “Family Meal”, resulting in a 9% increase in total spend per exposed customer.
- A family restaurant that targeted frequent QSR visitors with online video ads during lunchtime, in order to drive an 8.5% lift in new buyers during lunch hours.
“While these case studies focus on quick-serve restaurant clients, they are applicable to all brands in the retail space,” added Ferber. “By developing smart, targeted plans and attaching sophisticated measurement tools, advertisers are finally able to see – on a dollar by dollar basis – what kind of results their campaigns drove. This is crucial to understanding the true value of online video advertising.”
Videology (videologygroup.com) is one of the world’s largest video advertising platforms. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Tokyo, Singapore, Sydney and sales teams across North America.
For more information, contact Michele Skettino at Michele@videologygroup.com or 212-231-7853.