Case Study
Online Video is helping thousands of restaurants, cafes and bars drive crowds to their locations. Wienerschnitzel, World's largest hot dog chain, has been serving its customers for 45 years at its 350 quick-service restaurants in California and a dozen other mostly Western states. They offer a variety of toppings for its wieners, such as chili, cheese, and barbecued bacon, as well as alternative menu items including chicken sandwiches, corn dogs, and hamburgers. About 90% of Wienerschnitzel locations are operated by franchisees.
Wienerschnitzel 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. Wienerschnitzel achieved spectacular results, far beyond the typical industry averages, thanks to the power of online video ads.
Wienerschnitzel was looking for efficient and effective ways to reach its target audience and increase online awareness and maximize in store customer traffic. Through targeted distribution of its thirty second (:30) online video advertisement - augmented by key video interactivity tools such as video sharing via email and a featured coupon — Wienerschnitzel was able to increase foot traffic to its restaurants. Their coupon featured a free Chili Dog offer that would be redeemed at participating Wienerschnitzel locations and coupon redemption rate was exceptional.
Wienerschnitzel 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 premium local web sites within their target geography where Internet users consume their local news, get updates on upcoming events, and find local businesses and more. Wienerschnitzel ran its video ad campaign from September through November 2009 and was displayed nearly 28,000 times.
Wienerschnitzel 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 2 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 0.16 percent, nearly 2 times better CTR than for typical display and video ads.*
- The campaign generated more than 46 clicks and nearly 93 interactions — mostly coupon downloads.
- The online video ad campaign delivered a $6/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.
