Client Success: Using Addressable TV Ads to Increase Holiday Sales for a Local Restaurant
For households that don’t want to cook, pre-made holiday meals are a great way to cater a satisfying meal at an affordable price. Meanwhile, restaurants have found success using premade holiday meals as a lucrative source of revenue near the end of the calendar year.
Gift card sales can further increase this end-of-year earnings opportunity, while the gift cards themselves can bring in new diners who haven’t yet eaten at the restaurant.
For one local BBQ restaurant based in Oklahoma City, cable TV ad campaigns had been successful in promoting premade holiday meal kits in the past. But even as its existing holiday ad strategy was delivering strong results, the company consulted with Cox Media’s experts to discuss how even better performance might be achieved.
When the local BBQ restaurant contacted Cox Media, the business was eager to promote its pre-made ham and turkey meal kits, which the restaurant was selling for both Thanksgiving and Christmas. The restaurant also wanted to raise awareness of its gift cards as consumers began searching for holiday gift ideas.
After working with us to create a successful cable TV campaign in November, the restaurant already had a good working relationship with Cox Media. But rather than take the same approach to advertising its upcoming holiday meal kits in December, the local business wanted Cox Media to develop an enhanced advertising strategy that would generate greater awareness, as well as a higher volume of ad clicks and in-person restaurant visits.
To deliver on the client’s elevated expectations, Cox Media’s experts used a cable TV ad buy as the centerpiece of an enhanced digital ad campaign that used addressable ad delivery to improve targeting and campaign ROI.
These addressable ads were targeted to individual households via TV Everywhere, improving ad relevance while making it easier to track ad performance. In-store tracking was used to measure the number of consumers who entered the restaurant after viewing one of these ads.
To improve our ad targeting, we also integrated the restaurant’s internal CRM list to raise awareness of these holiday specials among its existing customer base. This targeted approach offered greater cost efficiencies to the restaurant, even as it increased its advertising to reach a wider, more engaged audience.
After a one-month trial testing out this linear extension campaign, the Oklahoma City BBQ restaurant reported the following results:
- An 11.27 percent increase in direct traffic from November to December;
- A 7.53 percent increase in website traffic, achieving a nearly 50 percent increase in website traffic compared to months where no ad campaign was running;
- A 97 percent video completion rate for its targeted ads;
- A total of 107 in-store visits in the month of December.
In the end, the restaurant’s willingness to increase its ad investments was greatly rewarded with improved brand visibility, greater awareness of its holiday promotions, and better ROI for its ad campaigns.
Want to build a digital ad strategy that generates new revenue for your business? Contact Cox Media today to see how we can help.
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