"CKE's marketing organization needed to prove that the buys pay off to local restaurants and chains, especially when it comes to streaming TV ads."
"Sutton noted that while streaming TV ads are attractive for targeting specific audiences, they often fall short when limited to state or market targeting."
CKE, owner of Carl's Jr. and Hardee's, shifted from a national marketing strategy to a regional focus, allowing individual chains to manage their marketing. This change aims to enhance efficiency and effectiveness in targeting specific audiences. Media buyers now seek channels that deliver scale while targeting specific markets. The evolution led to a case study with Amazon Ads, highlighting the challenges and opportunities of streaming TV ads, particularly in convincing franchisees of their value through successful campaigns like NFL broadcasts.
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