The challenge
A major quick service restaurant wanted to make the most of their linear ad spend to drive foot traffic to their restaurant locations during a limited-time promotion.
The solution
We partnered with the client to run a data-driven linear (DDL) campaign optimized to reach a custom LiveRamp lookalike segment modeled from the client’s 1st-party database of mobile app users, followed by a custom Data Plus Math study to measure the incremental impact of the campaign.
The results
DDL campaign drove lift in foot traffic among all linear exposure groups
+4.5%overall lift in restaurant visitation (total HHs exposed to DDL campaign vs. total HHs exposed to non-DDL campaign)
+5%in-target lift in restaurant visitation (total HHs exposed to DDL campaign vs. target HHs exposed to non-DDL campaign)
+4.5%non-target lift in restaurant visitation (target HHs exposed to DDL campaign vs. total HHs exposed to non-DDL campaign), indicating a strong halo effect
DDL exposure among target HHs drove higher restaurant visitation, validating target
+18%higher in-target restaurant visitation vs. overall
+22%higher in-target restaurant visitation vs. non-target
