NEW YORK, Sept. 2, 2014 /PRNewswire/ -- Videology— one of
the world's largest video advertising platforms— today released a
new research report
(http://videologygroup.com/research-data/a/qsr-getting-diners-in-the-door/#.U_eV5fldWSo)
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."
About Videology
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.
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SOURCE Videology