#### The Challenge

## Evaluate TV Strategy to Close Gap With Competition

This QSR relies on contextual TV advertising to drive sales, but it was being outspent by the competition and needed a cost-efficient way to reach likely customers. The QSR wanted to increase earnings and grow their market share through a more targeted, audience-centric approach to its TV advertising.

#### The Solution

## Reach Custom Target of Fast Food Eaters Efficiently

Execute a 4-week audience-targeted campaign designed to reach the QSR brand’s custom target audience with 3% of the brand’s budget.

##### Custom Targeting

Using our software platform, we created a custom target and predicted where to find them across national TV.

##### Data Matching

Match third-party credit card transaction data to TV viewing data to determine TV’s impact on purchases made at the QSR, and at its competitors.

#### The Results

## Simulmedia Cost-Efficiently Reached the Client’s Custom Target

Simulmedia’s campaign drove a higher return on ad spend than the client’s other TV media, as well as driving customers to the restaurant at a higher rate with a lower cost per conversion. Overall, Simulmedia’s TV campaign increased purchasing behavior by triple digits, higher than either of the QSR’s top competitors.

### 89%

Simulmedia’s campaign drove customers to the restaurant with an **89% lower cost per conversion** compared to the client’s other TV media.

10

x

Simulmedia’s campaign drove a 10x higher return on ad spend than the client’s other TV media.

68

%

Simulmedia’s campaign drove customers to the restaurant at a 68% higher rate compared to the client’s other TV media.

110

%

Overall, the client’s TV campaign increased purchasing behavior by 110%, higher than both of its top competitors.

#### Future Optimization

## Redefine Target and Reallocate Budget to Optimize Future Campaigns

Simulmedia analyzed the campaign’s performance to further optimize future campaigns, recommending:

- Re-defining the target audience to Males 18-34 because they were most responsive to the creative, compared to other demographics
- Reallocating 30% of its next TV campaign budget to Simulmedia which, after a simulation analysis, is projected to increase the client’s return on ad spend by over 50%