- Carl’s Jr. is finding success using artificial-intelligence-enriched contextual targeting for connected television (CTV) advertising, in response to a case study. A recent campaign was conducted via IRIS.TV’s private marketplace and delivered promising results.
- Working with agency PMG, the quick-service restaurant ran an effort geared toward specific regions within the U.S., with the goal of driving in-store visits and sales. The brand leveraged contextual targeting data to understand a 35% lift in incremental visits, a 152% increase in incremental sales and a 2.2 times return on ad spend.
- The results display the potential for a personal CTV marketplace to beat channel-specific challenges, including a fragmented supply chain, the absence of identifiers like cookies and the perceived inability to focus on all the way down to the person level.
Advertisers are justified of their concerns about CTV. Attribution and measurement remain a piece in progress, brand safety guardrails are questionable and siloed platforms can hinder evaluation. IRIS.TV’s case study for Carl’s Jr. attempts to deal with a minimum of a number of of those concerns and emphasizes the next level of precision available when profiting from contextual targeting via a personal programmatic marketplace.
“We are at all times on the lookout for latest ways to advance our ability to serve current and potential guests messaging in relevant communications channels, particularly when those strategies can drive business outcomes at scale,” said Jennifer Tate, CMO at CKE Restaurants, Carl’s Jr.’s parent company, in a press release attached to the case study. “We’ve been encouraged by the performance of our IRIS.TV partnership. This is a novel combination of targeting ability, contextual relevance, high ROI, and scale, which can at all times be essential for us.”
Carl’s Jr. and agency PMG worked with IRIS.TV to have interaction young men through contextual data, with a give attention to shared characteristics and interests such akin to Hispanic, anime, gaming and sports content, in addition to an eye fixed on competitors’ logos. IRIS.TV’s data partners Captify, GumGum, Kerv, Pixability and Silverpush used AI to investigate CTV content frame-by-frame and break out segments that may resonate with Carl’s Jr. message. The approach allowed Carl’s Jr. to achieve not only the proper households, but additionally the proper individuals inside those households, in response to Tate.
The effort was executed across hundreds of thousands of impressions on IRIS-enabled CTV inventory, including 1000’s of streaming apps and free ad-supported streaming TV (FAST) channels. Results were tested alongside standard digital video and CTV targeting tactics, including first-party identity and graphic data, in addition to other publisher-declared targeting methods.
“IRIS.TV enables us to scale beyond human-centric curation and audience-based targeting alone,” said Michael Treon, head of CTV strategy at PMG, in a press release. “The scale and segmentation across FAST inventory not only offers incremental delivery against our audience and strategy but affords us the power to message inside key environments and alongside relevant content. It’s delivering results that drive direct business outcomes for our clients.”
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