Case Study
Online Video is helping thousands of fast-food restaurants drive crowds to their locations. Jack in the Box is among the nation's leading fast-food hamburger chains, with more than 2,200 quick-serve restaurants in 18 US states. As the first major hamburger chain to develop and expand the concept of drive-thru dining, Jack in the Box has always emphasized on-the-go convenience, with approximately 85 percent of the half-billion guests served annually buying food at the drive-thru or for take-out.
Jack in the Box used Online Video to drive local customers to its locations with locally targeted video ads. Online Video Ads engage potential customers letting them interact with the ad, drive direct response (clicks, visits, coupon downloads and more), and build brand awareness. Jack in the Box achieved spectacular results, far beyond the typical industry averages, thanks to the power of online video ads.
Jack in the Box was looking for efficient and effective ways to reach its target audience and increase online awareness, maximize in store customer traffic and promote its new sandwich — The Big Cheeseburger. Through targeted distribution of its thirty second (:30) online video, Jack in the Box was able to increase foot traffic to its restaurants.
Jack in the Box used its existing television spot and customized it using the Jivox Platform adding strong call to actions to drive response from online audiences. Their online video ad was distributed on a premium local TV station web site within their target geography where Internet users consume their local news, get updates on upcoming events, and find local businesses and more. Jack in the Box ran its video ad campaign from September through December 2009 and was displayed nearly 32,000 times.
Jack in the Box used online video advertising to reach and engage local consumers online resulting in increased visits to its locations across the country. The video ad campaign performed nearly 3 times better than typical online display ads (static banner ads). Typical display ads only offer clicks that navigate the online viewers away from the page and disrupt the web experience.
- The online video ad achieved a click-through rate (CTR) of 0.27 percent, nearly 3times better CTR than for typical display and video ads.*
- The campaign generated 81 clicks.
- The online video ad campaign delivered a $4.94/engagement ROI. Typical ROI for display ads is $14/click.
* The benchmark data is provided by DoubleClick's 2008 Year-in-Review Benchmarks Report. The DoubleClick Benchmarks Report is a free report of industry benchmarks that helps marketers, agencies, and publishers evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms. DoubleClick benchmarks are derived from a robust data set of metrics across DART for Advertisers (DFA), based on rigorous methodology with input from the Advertising Research Foundation. The data set includes hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions. Data represents activity of a wide range of ad formats for DFA advertisers in the United States unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on interaction rates and interaction times are from April 2008 to December 2008.
