Mountain Mike’s Pizza, a leading pizza franchise in the western United States, has seen significant growth since 2017, increasing its restaurant count by 120 percent, and is expected to surpass 300 units in 2024. Founded in 1978 and franchised in 1981, the brand expanded outside California in 1993. Most locations are still in California, but Mountain Mike’s also operates in Arizona, Idaho, Nevada, Oregon, Utah, and Texas.

When promoting franchises, it is crucial to select the media that yields the best results for each franchise co-op. This ensures scalability and the ability to deliver campaigns specific to geographic regions. Connected TV (CTV) is critical when launching LTOs (Limited Time Offers), such as Mountain Mike’s All-American Summer campaign and ongoing brand marketing commercials.

In the rapidly evolving digital marketing landscape, CTV has emerged as a pivotal medium, revolutionizing how audiences engage with content for Mountain Mike’s Pizza franchisees. CTV refers to any device that connects to the internet and can stream digital video content through built-in smart TV functionalities or external devices like streaming sticks, consoles, or set-top boxes.

CTV advertising delivers ads through the internet, allowing for more targeted and personalized experiences by leveraging viewer data such as viewing habits, interests, demographics, and psychographics. This approach offers improved measurement and tracking capabilities, enabling more efficient ad spending and the ability to reach specific audience segments with higher precision.

The three benefits of CTV advertising are:

1. Precision Audience-Based Targeting: Marketers can reach specific consumer demographics, interests, and behaviors.

2. Hyper-Localized IP-Based Targeting: Allows marketers to deliver more personalized and relevant ads to specific geographical areas based on the IP address of the CTV device.

3. High Commercial Completion Rates: CTV advertising typically garners high video consumption due to the viewer behavior associated with the medium. By leveraging CTV for Mountain Mike’s Pizza, we can target the ideal behaviors for delivery and in-store dining sales while focusing on each co-op region’s advertising needs. Using CTV, we can auto-optimize for performance daily while targeting high-performance audiences. We can also track site visits driven by CTV, offering Mountain Mike’s Pizza actionable data and the ability to measure conversions online and offline, providing a holistic view of each campaign’s performance

By leveraging CTV for Mountain Mike’s Pizza, we can target the ideal behaviors for delivery and in-store dining sales while focusing on each co-op region’s advertising needs. Using CTV, we can auto-optimize for performance daily while targeting high-performance audiences. We can also track site visits driven by CTV, offering Mountain Mike’s Pizza actionable data and the ability to measure conversions online and offline, providing a holistic view of each campaign’s performance.