Leading restaurant chain delivers 366% ROAS during football season with CTV live sports streaming
When a leading restaurant chain approached Happy Cog for help reaching a younger audience of potential customers, the digital agency suggested an omnichannel approach centered around Connected TV (CTV). The company used our platform to help increase brand relevance and consideration with a newer, younger audience, improving awareness and overall ROAS throughout the campaign.
“Happy Cog was thrilled to engage with The Trade Desk and Klever to be part of the early launch of the new CTV live sport buying capabilities for our mutual quick-service restaurant (QSR) client. The campaign delivered innovative messaging in an environment that viewers are highly engaged with — enabling the brand to reach a highly relevant audience with unique messaging.”
Lee Goldberg
Happy Cog Co-Founder and President
Reaching a younger audience with Connected TV
Digital agency Happy Cog has been helping businesses across the U.S. achieve their digital goals for 25 years. So, when a prominent restaurant chain approached it for help reaching a younger demographic, Happy Cog was ready for the challenge.
The restaurant chain had been advertising on traditional linear TV, but with its customer base mostly aged over 45 and restaurant visits decreasing, the client wanted to expand its customer base with a new approach. Specifically, it wanted to use CTV to reach young adults who order food deliveries on their mobile devices and young families during key live events.
Driving conversions with Connected TV live sports streaming during the football season
Happy Cog worked with programmatic advertising specialist Klever Programmatic to develop an ad strategy that could help its client to reach new potential customers, raise brand awareness, and improve ROAS through live sports inventory. The strategy involved serving highly relevant ads during livestreams throughout the football season to reach the target audience when they are more likely to order food through their mobile devices.
Happy Cog and Klever used our platform to deliver ads for Happy Cog’s client’s campaign programmatically, tapping in to our extensive marketplace of premium CTV (including CTV live sports during the football season), online video, and display inventory. Our platform allowed Klever to use more precise targeting options to help the restaurant chain’s ads reach its most relevant audience — football fans — during live football broadcasts.
The team used solutions like our Inferred Brand Intent (IBI) to garner insights into consumer behavior. IBI helped them understand how the ads influenced consumers’ desires to research content related to the client’s restaurants. The team also ran a brand lift study with our partner Lucid to independently verify and provide insights into how the campaign influenced brand awareness.
The strategic use of CTV ads during the football season livestream resulted in the campaign delivering a 366% ROAS, 22% above the 300% ROAS agency benchmark. Mobile transactions increased by 9% and desktop transactions increased by 7.5% (compared to campaigns without a CTV component) when the first ad impression occurred on CTV. The campaign also achieved a significant 15% lift in brand awareness.
These results proved to Happy Cog that including CTV and live sports streaming as part of an overall digital strategy can help enhance brand awareness and, most importantly, drive conversions among a younger audience.
Discover how Connected TV can help you reach new audiences and drive conversions. Contact us or speak with your account manager at The Trade Desk today!