Home > Industry > Automotive

Industry 01 · Top Vertical

QSR & Restaurant Chains

For quick-service, fast-casual, delivery, and restaurant brands

QSR CTV has to connect awareness to action quickly. The strongest campaigns lift recall, make the offer memorable, and prove incremental visits or orders.

Already Convinced? - Build Your CTV Growth Plan →

Home > Industry > Automotive

Industry 01 · Top Vertical

QSR · LOCAL

QSR

For national chains, franchisees, and delivery brands

QSR is a habitual, high-frequency, local category. CTV should build craving and brand top-of-mind within each store’s trade area — then prove whether exposure drives online orders, app installs, and incremental transactions measured against matched trade areas.

WHERE IT USUALLY BREAKS

Why QSR CTV Underperforms

QSR brands judge CTV on same-store sales and incremental transactions but buy it as a metro reach play, so the spend lands well outside drivable distance from the stores and the sales lift it’s measured against was never within reach of the impressions.

Two things we find almost every time. First, the trade-area geo target is set to the metro or DMA rather than each store’s catchment radius, so a large share of impressions serve to households that can’t reach a location. Second, daypart and flighting aren’t aligned to the message — a lunch LTO serving at 11pm — and there’s no loyalty or POS match-back, so “orders” counts only app and web and misses the incremental in-store visit the spot was built to drive.

Already Convinced? - Build Your CTV Growth Plan →

CORE CONVICTIONS.

Industry 01 · Top Vertical

THE MEASUREMENT FRAMEWORK

The Four Questions Your Board Will Ask

CTV’s job in QSR is to build craving inside each store’s trade area and pull a visit or an order; these four questions test whether it reached reachable households and whether transactions actually rose.

Your KPIs get set together on the call, against your numbers — not this list.

Already Convinced? - Build Your CTV Growth Plan →

01

Did the right household notice?

Brand Signals - measured against a GEO CONTROL

Households reached in the store trade area

Frequency per household

Completed views / view-through rate

Reached vs. Recalled

Recall by market (trade area / ZIP)

02

Did it change what they did next?

Intent Signals - behavior after exposure

Online-order and app sessions via the Vibe pixel

Menu / LTO page views

“Order now” / start-order pixel event

Store-locator sessions

App-download click (custom pixel event)

03

Did it move the business?

BUSINESS OUTCOMES MEASURED AGAINST A HOLDOUT

Online orders (web purchases)

Order revenue

Web ROAS

App installs and first-order signups

Geo-holdout incremental transaction lift (matched trade areas)

04

What did each outcome cost?

ACQUISITION EFFICIENCY-COST PER REAL RESULT

Cost per online order

Cost per app install

Web ROAS

Cost per unique household reached

Cost per completed view

CORE CONVICTIONS.

Brand Signals

  • Top-of-mind awareness lift

  • Aided and unaided brand awareness lift

  • Ad recall lift

  • Menu item or LTO awareness lift

  • Visit-intent lift

Intent Signals

  • Brand plus “near me” search lift

  • Menu-page engagement lift

  • App or order-page engagement lift

  • Store-locator engagement lift

  • Offer or coupon engagement lift

Business Outcomes

  • Incremental store-visit lift

  • Incremental order lift

  • Same-store sales lift

  • App or loyalty sign-up lift

  • Delivery or pickup revenue lift

Acquisition Efficiency

  • Cost per incremental visit

  • Cost per incremental order

  • Cost per app download

  • Cost per loyalty sign-up

  • ROAS on attributable sales

Home > Industry > QRS & Restaurant Chains

Industry 09 · High Fit

QSR & Restaurant Chains

The pressure you're under:

Same-store sales growth is the only number your franchise community wants to talk about. Your media plan has to drive provable foot traffic — not just brand affinity — and increasingly your franchise advisory council is questioning where their co-op dollars are actually going. Drive-time radio used to do the heavy lifting. CTV is now the channel that should — but most agencies are running QSR CTV like generic primetime buys, not the dayparted, geo-targeted, weather-aware buys this category demands.

Where CTV solves it:

Dayparting and geo-proximity targeting on CTV is built for QSR — drive-time streaming is the new drive-time radio, and we treat it that way. Campaigns are built around proximity-to-location targeting, daypart alignment with category occasions (breakfast, lunch, late-night), weather-triggered creative variations, and LTO timing. Attribution ties streaming exposure to in-store visit lift via mobile-location data partnerships and loyalty program activation.

The KPIs we'll be accountable to:

Cost per in-store visit

Same-store sales lift in test markets vs. holdout

Loyalty-program signup rate

LTO redemption rate

Average ticket lift among CTV-exposed households

Built for the QSR CMO whose franchise community is watching same-store sales — and whose media plan has to defend itself in front of an FAC every quarter.