OOH delivers incremental visits to fast casual restaurant chain

A fast casual restaurant wanted to increase visits to their locations across Atlanta for the launch of a new menu item.

Clear Channel Outdoor (CCO) built a high-frequency outdoor campaign leveraging digital billboards to blanket the market with changing creative to drive store visits.

The digital out-of-home (DOOH) campaign drove new and additional visitors to the fast casual restaurant locations who might not have otherwise visited.

The RADARProof study found that over 15% of adults exposed to the digital out-of-home (DOOH) campaign visited one of the brand’s fast casual restaurant locations. That was 30.6% more as compared to those visitors who did not see the outdoor campaign.

Incrementality helps us understand the extent to which advertising is changing consumer behavior and driving new foot traffic. More than showing campaign effectiveness in driving visits to a location, incrementality reveals whether the campaign drove new or additional visits. 

In the case of this campaign, 28% of all visits from those who saw the DOOH campaign were incremental—meaning they were from audiences who would not have otherwise visited the restaurant—thus proving the effectiveness of billboards at driving new customers to a brand.

By analyzing the data for those exposed to the billboard campaign, we were able to identify when the exposed audiences visited the fast casual restaurant locations. The study showed that 27% of audiences exposed to the OOH campaign visited a location the same day as seeing the ad.