Consumers near the brand’s restaurants and its competitors were targeted at radii of 1, 5, or 10 miles. The average visit lift was almost 25%.
An international Quick-Service Restaurant chain partnered with Verve™ to deliver year-round campaigns that aligned with national goals: increasing in-store traffic, driving consideration of its products to increase sales, and generating awareness around new products. Each campaign had a specific purpose but worked seamlessly together to deliver continued presence for the brand.
While the objectives of driving store traffic and consideration may have been the same for every campaign, the creative delivered each time was unique and aimed at different audiences – from frequent QSR Diners and Business Travelers to families with hectic schedules, and to young males looking for a flavorful, filling, and affordable lunch. Consumers near the brand’s restaurants and its competitors were also targeted at radii of 1, 5, or 10 miles.
Verve selected its hallmark location-based creative experience to highlight menu items, promote an offer, and include a map displaying the nearest locations. The underlying message was one of value, offering easy go-to meals that satisfy individuals or entire families without breaking the bank.
ABOVE BENCHMARK CLICK-THROUGH AND SECONDARY ENGAGEMENT RATES
With CTRs between 0.4% and 0.6%, secondary-engagement rates with map between 3.0% and 3.5%, and secondary-engagement tap-to-landing page between 5.0% and 6.5%, consumers clearly demonstrated their interest in the brand’s product and offer.
OVERALL COST PER VISIT AROUND $1.00
The brand saw a store conversion rate between 4.5-5.25%. The average visit lift was almost 25% and the cost per incremental visit was about $7.00.
Technology goliaths such as Facebook and Twitter have been held to a radically different standard in the marketplace, and their impunity has damaged innovation and the media.
All too often, the challenges around ad delivery transparency and auditing the supply chain are assumed to be out of reach. One concept that isn’t on the table, however, but it should be, is a trustless peer-to-peer ad network.
The time for in-app video is undoubtedly now, but the question remains: what steps can publishers, advertisers, and marketers take to stay on the path of accelerated growth?