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Case Study: Grill & Sports Bar - Same Game, Different Place

Test campaign reveals placement and targeting may matter more than creative



Overview

A popular grill and sports bar franchise launched its “Tablegating” test campaign with TubeMogul in an effort to attract more sports fan to its restaurants. The goal of the campaign was to use a combination of placement types to gauge performance of different ad formats.



Execution

Three 15 second videos using YouTube players in user-initiated units. Each depicted common issues faced when tailgating – such as bad weather – juxtaposed with the comfort of following the same game at their restaurant. One of two clickable overlays were used – one leading to the brand’s Facebook fanpage and the other to a Buffalo Wild Wings store locator.

The three videos were featured in branded autoplay, click-to-play, and social media placements. They were rotated evenly through each placement, with a target audience of adults 18 to 34.



Results

No combination of creative and overlay generated significant differences in clicks. Completion rates and overlay click rates were nearly identical for the three videos within placement types. However, social media had the longest play times and highest completion rates of the placement types. The results suggest that placement may matter more than creative for completion rates and click-through rates.

Because TubeMogul uses data to actively improve campaigns, spending was reallocated mid-campaign to capture higher engagement and most cost effective clicks in social media placements.






Creative Commons License