The tale of a famous multinational fast food chain that deployed CTV Advertising alongside Linear TV Advertising
In today’s fast-paced media landscape, people are tuning in to all possible screens to consume content, especially online streaming on smart TVs. Relying on old-school TV advertising campaigns will not give you the edge required to get ahead in the game. Similarly, going all-out on every channel might result in untargeted marketing, and eventually, your business will incur a heavy financial loss. The optimal solution is to combine the best of both Linear TV Advertising and CTV Advertising. Imagine if you could communicate with audiences watching regular TV besides those glued to their streaming services without adding extra effort to craft ads for each of these groups. This is where CTV Advertising can be a helpful crutch to Linear TV Advertising.
Several industry giants have already invested in this solution and have seen remarkable growth in their business. One of the most incredible campaigns was designed and executed on behalf of a famous global fast-food giant. They combined the power of traditional TV advertising with the reach of OTT/CTV to boost their in-app sign-ups.
How? Hear it from the experts on our team!
Psst! Make sure you stay till the end to find out which brand we are talking about.
The COVID-19 Dilemma
The fast-food chain in consideration has managed to maintain its relationship with a loyal and large customer base through its well-thought-out menu and ad campaigns. However, when the Covid-19 pandemic struck the world, the food industry like every other major industry saw a huge decline in physical customer engagement. Another normality the pandemic brought was the accelerated use of connected TV in ad campaigns and an increased use of digital platforms to engage with consumers, including ordering and delivery. As a result, TV advertising dropped by 14.1% in 2020, according to Group M. As these staggering statistics gained the attention of industries all around the world, the fast-food brand realized it needed to match its strategies with the up-and-coming trends in the digital arena. With the rapid growth of CTV customers, even the most creative traditional TV ads were not drawing the required traffic to the brand’s official app. As a major turning point for the company, the authorities decided to team up with experts and deploy a unique tactic that helped them soar higher than ever.
Enter the dynamic duo of Connected TV (CTV) and Linear TV Advertising.
With the help of programmatic advertising experts, the brand decided to harness the power of Connected TV (CTV) – the platform that delivers content to viewers through the internet. This gateway allowed them to cast a wide net and reach a broad audience interested in their loyalty program. The team approached the issues and bottlenecks in their ongoing marketing technique with a human-centric methodology- something that traditional linear methods alone could never achieve.
The brand also took the aid of a dedicated panel of people who opted to share their digital footprint, thereby smartly reverse engineering advertising to find lookalike customers. Reach and Frequency (R&F) data were derived from the mobile panel, consisting of individuals aged 18 to 69, with subsequent data weighting applied to align it with national statistics, ensuring national representativeness. This facilitated the calculation of data based on this age group within the mobile panel, enabling precise person-based cross-platform campaign audience verification.
The findings were intriguing. It turned out that older demographics still preferred the traditional linear TV, while the younger generation was flocking to Connected TV. About 31% of those who exclusively used Connected TV were younger than 30 while for Linear TV the majority of the users, although declining, were in the age bracket of above 40. With these insights in hand, the brand made real-time adjustments to its campaign strategy. They realized that Connected TV was an excellent complement to their marketing efforts, especially for reaching the younger audience.
The Best Part
This single-source cross-media solution empowered the brand to understand its reach and frequency at a personal level. It allowed them to tailor their campaign to specific households, ensuring that their message reached the right people. As a result, the brand was able to reach its target audience irrespective of whether they were at home or away on a staycation. They saw a whopping 125% increase in their in-app registrations through the course of this campaign. They also noticed that 2 of every 5 consumers of the ads were CTV users and consequently, 20% of the incremental viewers were CTV users.
In the end, this fast-food giant emerged as a trailblazer in the ever-evolving advertising world, showcasing the potential of CTV Advertising alongside Linear TV Advertising.
Could you guess which brand we were talking about?
The one and only, the og burger maestro, McDonald’s!
Also Read- Why CTV ads are the future of Video Advertising?
How can CTV Advertisement Help You?
The above story must have impressed you with the importance and impact of programmatic CTV advertising. With the rapid growth in the number of OTT subscribers and smart TV users, CTV advertising is one of the most impactful tactics that can help you reach your branding and marketing goals. CTV advertisements can be leveraged alongside your Linear TV campaigns to bring more traction to your services. Besides, CTV advertising can ensure your campaigns accurately reach your target audience.
It is important to understand that for any CTV campaign to be successful, there has to be significant effort contributed to thorough market research. In spite of this, the certainty of the campaign working out is not a complete 100%. A fruitful campaign comes with a lot of trial and error. Figuring out what is working out for your brand and what is not is the key to success.
If you are looking for a helping hand, 9MediaOnline has the perfect resources at your dismissal. Want to try us out?
Get in touch with us for a free consultation today! Click Here
Also Read- Spend Less, Earn More! Through Programmatic Advertising
Source- Google Stories
