Long John Silver’s and Ad Cucina Achieve 10% Efficiency in CPSV, Reaching Local CTV Audiences at Scale

The Setup

As one of the largest quick-service seafood chains and home to more than 600 restaurants nationwide, Long John Silver’s builds on the belief that unique seafood experiences from coast to coast should be accessible to all. With advertising strategies varying per local market, the brand, in partnership with their agency,  Ad Cucina, was looking to take a holistic yet targeted approach to reaching audiences across platforms. By utilizing more innovative investment opportunities, the team reached across CTV and linear channels to drive more traffic to restaurant locations at a more optimal cost.

The brand and agency partnered with VideoAmp to leverage advanced targeting and measurement capabilities, made possible by one of the largest commingled, deduplicated and enriched Set-Top Box (STB) and Automatic Content Recognition (ACR) television exposure datasets in the industry. By suppressing audiences who had seen a Long John Silver’s linear spot in one of the 35 markets they were running, the campaign was able to reach audiences incrementally across OTT channels. In the 65 markets without a linear investment, the campaign increased brand awareness and engagement for the brand and its menu. Both strategies’ goal was a measurable improvement to cost per store visit (CPSV).

By focusing on identifying and engaging with audiences in more meaningful environments, the brand was able to increase cross-screen efficiencies and execute a hyper local campaign at scale. Moreover, the partnership resulted in a $1.16 CPSV, a 10% increase in efficiency.

Goals

Uncover

High value advanced audience segments to include NFL, MLB and College Football fans.

Reach

Local audiences incrementally across linear and digital channels, in markets with and without linear buys.

Capture

Share of market among competitors by increasing brand awareness among potential and returning consumers.

Approach

Utilize

VideoAmp’s commingled TV dataset to better identify advanced audience segments, beyond age and gender, on a local level.

Measure

Changes in foot traffic throughout the campaign with FourSquare, to better understand cost per store visit (CPSV).

Optimize

Spend across channels, including CTV, to reach incremental audiences in markets with a linear buy, and increase brand awareness in those without.