Connected TV is maturing, taking up more and more ad dollars as advertisers look to it as a means to boost brand awareness while simultaneously driving performance.
For the last year, fast-food restaurant Carl’s Jr. has been spending more on the channel — more for performance than anything else. Over the last year, the restaurant chain has increased its CTV spend from 15% of its budget in 2023 to 20% of its budget this year. (The company did not disclose specific dollar figures.)
“Store visits is what we really want to measure as we start to view CTV as a performance channel,” said Jennifer Tate, CMO at CKE Restaurants, parent company to Carl’s Jr. “We view CTV as both important for awareness and brand messaging, but also critically important that it’s driving store visits.”
Increasingly, Carl’s Jr. is spending more on CTV and less on things like linear television, per Tate. It’s unclear how those dollars are shifting as Carl’s Jr. did not disclose specific figures. That push into CTV has led to 2.2X higher return on ad spend compared to other targeting methods and a 152% incremental lift in sales, according to a company spokesperson. The company also did not detail specific figures around ROAS or lift in sales.
Read more at: Digiday
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