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BizReport : Advertising archives : September 03, 2014

Study: Online video pushing hungry people to burger chains

Restauranteurs: if you think television and local radio are the best ways to reach local customers, think again. According to one new report online video is pushing more and more consumers into quick serve restaurants, and is increasing their spend while they're eating.

by Kristina Knight

Turns out online video ads can be just an engaging to hungry consumers are those on television. That's the takeaway from a new report out from Videology which indicates that online video is now pushing offline sales to quick-serve restaurants. Videology's report indicates online video helped QSRs improve in store spending as well as new traffic.

"Historically, TV has been the medium of choice for QSR advertisers," said Scott Ferber, Chairman and CEO of Videology. "But these marketers are now beginning to see that online video can offer all of the benefits of TV - plus the added bonus offline sales measurement... While these case studies focus on quick-serve restaurant clients, they are applicable to all brands in the retail space. By developing smart, targeted plans and attaching sophisticated measurement tools, advertisers are finally able to see - on a dollar by dollar basis - what kind of results their campaigns drove. This is crucial to understanding the true value of online video advertising."

Some interesting takeaways from the report include:

• One regional restaurant saw an 11% increase in visits
• 5% increased spending in-store from customers exposed to online video
• 9% increase in total spend (per customer) for those exposed to 'Family Meal' deals via video ads
• 8.5% increase in new lunchtime traffic for QSR chains using online video

Image via Shutterstock

Tags: online video, video ads, video advertising, video content, Videology

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