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Ivy Liu
As marketers compete for attention on today’s crowded digital market, some brands spend more money to support storytelling campaigns and awareness channels. Cava, a fast-casual chain restaurant that has been growing over the last year, is among them. It is now focusing on streaming ads to increase brand awareness.
Marketers’ obsession seems to be putting more money into brand awareness campaigns. Marketers are increasingly becoming obsessed with brand awareness. Brand building is the new focus As the market for digital advertising becomes more competitive, cluttered with privacy issues and CPMs that are increasing and saturated by data, it is important to use awareness-based marketing techniques.
Cava is the most recent example, having gone public in June last year. Orangetheory Fitness You can also find out more about the following: Direct-to-Consumer Home Brand Parachute Also, we provide examples of brands who have prioritized brand-building efforts. Cava has adopted a “digital-first” strategy. It focuses on advertising platforms on YouTube, Meta, and TikTok, and prioritizes streaming platforms such as YouTube TV, Roku, and Hulu.
Cava is trying to increase brand awareness by experimenting with different channels of media. In January, Cava partnered with Levelwing to support its media shift. It also hired a senior in-house manager who will lead media strategy.
Andy Rebhun is Cava’s Chief Experience Officer. He said, “We are able to test on different platforms because we have a good balance in our test budget.” I would say that prior to these two new additions, Cava was very focused on returning to platforms where we have been successful, and not so much in trying out new things. (Rebhun didn’t disclose specific budget or ad spending figures.
The restaurant has historically relied on marketing through word of mouth, using tactics like catering weddings, showers for babies, and Major League Baseball team. Cava experienced a viral moment last month when Cody Premer shared an image of the brand with his 4 million TikTok fans. The post received 3.7 millions likes.
Rebhun said that Cava’s push to connect TV had only a small impact so far on its media spending. The percentage of increase in its CTV spend is still low. According to Vivvix a MediaRadar subsidiary, Cava’s media spending was reduced by 98% in the past year. It came down to under $25,000, a reduction of over $98,000. This figure compares to $933,000 that the company will spend on media by 2022.
Yvonne Williams is vp media for digital agency Code3. She says that Cava’s emphasis on CTV ads and streaming makes perfect sense. She said that the channel offered better measurement capabilities at a fractional cost than linear TV. CTV continues to grow and shows no sign of stopping, added she.
Williams stated that “CTV is a growing tactic due to the ability of its scale reach/awareness to build brand awareness but it can also play a larger role in full funnel strategies due to retail media’s evolution.”
Cava has found that CTV’s wide reach is a major selling point, along with its ability to track audience performance and to retarget them.
Rebhun said, “Our biggest advantage is the ability to personalize the message and convert the consumer type that we are trying to reach. We also make sure to give more awareness to the concept.”
CTV has the largest and fastest growing advertising channel in America. According to eMarketer. The channel is expected to earn nearly $30,10 billion this year in advertising dollars. This compares with a projected 25 billion last year. CTV is predicted to grow because it’s a channel that combines the reach of traditional television and the effectiveness of digital advertising.
There are more players that are supported by advertising in this space. Amazon Prime You can also find out more about the following: Netflix. The growth of retail media has spilled into the streaming via shoppable advertising opportunities. The seemingly limitless ad choices can both be good and bad, say agency executives.
The main problem is fragmentation. Jack Connor of independent ad agencies Geletka+ said that it’s hard to get a true understanding of audience penetration and impression frequency if you are reaching CTV users on multiple platforms.
CTV’s landscape is a fragmented one, and there are issues with measurement. The growth of the company has caused it to grapple with a number of issues. Williams explains that it is difficult to standardize measurement across different platforms and devices.
She said that standardizing measurements is a significant problem. Due to CTV’s fragmented structure, there are still concerns about ad fraud and viewingability.
Rebhun said that CTV would continue to play a role in Cava’s media mix when it made sense, particularly as the brand continues on its growth path. The chain has over 320 restaurants in 24 states including Washington D.C.
He said that as he continues to expand his real estate portfolio across America, it will make more sense at times to use CTV to promote a broader awareness campaign.
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