The client is a large restaurant chain with 400+ stores in the U.S. West Coast
Linear TV had been their main awareness channel, but audience behavior shifted toward Connected TV (CTV), reducing the reach and effectiveness of campaigns
The goal was to grow brand awareness while adjusting to new viewing habits and lowering acquisition costs
Introduced CTV to the advertising mix to reach audiences moving away from LinearTV
Identified and targeted high-engagement audience groups such as Foodies, Pizza Lovers, Gamers, and Party-Goers using first- and third-party data
Used the Datawrkz’s Customer Data Platform (CDP) to collect user data from ad views and website actions for retargeting
Applied second-screen advertising to reach CTV viewers on mobile and tablet devices
Optimized Video Completion Rate (VCR), CPM, and CTR for campaigns, adjusting based on ad frequency and conversion timing
Increase in Brand Search Volume
(Q4 2020 → Q2 2021)
Viewability Rate through CTV optimization
(up from 35%)
CPA from $50
(67% reduction)
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