Comscore Predictive Audiences Drive Campaign Performance for QSR Brand

H&L Partners
H&L used Comscore's privacy-friendly contextual audiences to help a leading QSR brand achieve the same performance as cookie-based targeting solutions at a fraction of the cost.

In addition, Comscore Predictive Audiences significantly outperformed other leading AI contextual segments.

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Compared to competitor behavioral audience
‐34%
Cost-Per-Click
Compared to competitor AI Contextual
+129%
Click-Through-Rate
‐59%
Cost-Per-Click

The Scenario

H&L’s client, a leading QSR advertiser, seeks most effective targeting to drive campaign performance for an awareness engagement campaign.

The Solution

Number 1

H&L selects 3 types of targeting segments from different third-party data providers to test performance: Comscore Predictive Audiences, Competitor AI Contextual Segments and 3rd Party QSR Audiences.

Number 2

H&L runs a competitive evaluation testing the three data targets, holding all other parameters constant.

Number 3

H&L measures campaign performance of each targeting tactic based on the following KPI's: Click-through-rate and Cost-per-click.

The Results

Leading QSR brand achieved the same performance at a lower cost using Comscore Predictive Audiences vs traditional ID-based audiences.

Click-through rate

Comscore Predictive Audiences drive similar performance as behavioral audience.

Cost-Per-Click

Comscore is significantly more cost efficient in driving engagement.

In addition, Comscore Predictive Audiences significantly outperformed other leading AI contextual segments

Click-through rate

Comscore Predictive Audiences far exceed performance of other AI contextual segments.

Cost-Per-Click

Comscore Predictive Audiences drive significant cost savings.