Store visits are what we really want to measure as we start to view CTV as a performance channel. 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. 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.
But that's not really a constraint anymore. So we will continue to move more of our budget into CTV. It absolutely has a higher return on investment for us.
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