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Case Study: How a Local Restaurant Built Brand Awareness with CTV Ads

briefs/2025-05-02-restaurant-ctv-case-study.md · brief · 1 versions

Case Study: How a Local Restaurant Built Brand Awareness with CTV Ads

Article Brief

Publish Date: 2025-05-02 URL Slug: restaurant-ctv-case-study Category: Case Study Funnel Stage: MOFU Strategy: Gap Target Word Count: 1,200-1,500

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Subtitle

How Mountain Burger used streaming TV to get on the radar of local diners

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Target Reader

Restaurant owner or local business owner evaluating CTV. Wants proof it works for businesses like theirs, not just big brands. Needs realistic expectations about what TV advertising actually delivers.

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Keywords

Primary Keyword: "restaurant TV advertising case study"

Secondary Keywords:

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Search Intent

Consideration—readers are evaluating whether to invest, need social proof. They're skeptical of hype and want honest results.

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Framing: How CTV Actually Works for Local Businesses

Key message: CTV is primarily a brand awareness channel. It puts your business on people's radar in your local area. That awareness builds over time and converts to visits, but it's not a direct-response channel like Meta or Google ads. The value is in becoming a familiar, trusted option when someone thinks "where should we eat tonight?"

Realistic expectations to set:

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Article Outline

  1. Introduction: Mountain Burger's challenge (local favorite among regulars, but invisible to everyone else in a 15-mile radius)
  2. H2: The Starting Point

- Business context: 3-year-old restaurant with loyal customer base - The problem: Everyone who knew them loved them, but not enough people knew them - Previous marketing: Social media, some Meta ads, word of mouth - Goal: Get on the radar of local families who hadn't heard of them yet

  1. H2: Why They Chose CTV Advertising

- Wanted to feel "established" and "real" like the chains they competed with - Low barrier to entry with Adwave ($500/month budget to start) - Local targeting meant no wasted spend on people outside their delivery area

  1. H2: The Strategy

- Geographic focus: 15-mile radius around the restaurant - Targeting: Households, evening viewing hours (dinner decision time) - Budget: $500/month for 3 months (~$1,500 total investment) - Goal: Build familiarity, not drive immediate transactions

  1. H2: The Creative

- What their ad showed: Real food, real atmosphere, friendly faces - Key message: "Your neighborhood burger joint" - Produced with Adwave's AI creative (highlight ease and cost savings)

  1. H2: The Campaign Results

- Impressions context: ~60,000 impressions over 3 months (explain what this means: their ad seen 60K times in their target area) - Awareness indicators: - Increase in customers mentioning "I saw your ad on TV" (anecdotal but meaningful) - 25% increase in branded Google searches over the campaign period - More first-time visitors citing "saw you on TV" when asked how they found them - Business impact: - 18% increase in weeknight dinner traffic over 3 months (their weakest period before) - New customer acquisition up noticeably (based on POS data for new loyalty signups) - Honest framing: Can't attribute 100% to TV, but TV was the only new channel during this period

  1. H2: The Long Game: Why Awareness Matters

- CTV isn't about immediate clicks—it's about being remembered - When someone thinks "where should we eat?" you want to be on the list - Familiarity builds trust, especially for local businesses - Compounding effect: awareness today = customers this month, next month, next year

  1. H2: Key Takeaways for Other Restaurants

- Start with realistic expectations (awareness, not instant ROI) - Give it time—3 months minimum to see real effects - Track what you can (mentions, search volume, new customers) - Don't expect Meta-style attribution; TV works differently - Budget relative to your goals ($500/month is a reasonable starting point for local awareness)

  1. H2: Advice from the Owner

- Direct quotes on the experience - What surprised them - Would they do it again? (Yes, and they have)

  1. CTA: Ready to build awareness for your restaurant? See how Adwave makes TV accessible for local businesses.

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Adwave Integration Notes

This is an Adwave customer story—prominently feature but focus on the customer's journey and honest results. The story should feel credible, not hype-y. Emphasize how easy and affordable it was to get started, and set realistic expectations about what CTV delivers.

Key Adwave details to include:

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Research Sources

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Competitive Context

Most restaurant marketing case studies focus on social media or delivery apps. TV advertising case studies for small restaurants are rare, which is our opportunity. But we need to be honest about results—the internet is full of inflated marketing claims.

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Special Notes

⚠️ REQUIRES CUSTOMER INTERVIEW - Coordinate with Mountain Burger for quotes and permission to use metrics.

Tone guidance: This should feel like an honest conversation about what worked, not a sales pitch. Readers are skeptical of case studies that seem too good to be true. Win trust by being realistic.

Numbers to use:

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Required Elements

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Status

Status: ✅ Published Entry ID: 72433CN0bCnNuXGrT5VBAS

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Pre-Writing Checklist

Draft Checklist

Quality Checklist

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