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8/3/2019 Wendy's April Fries SCR

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WendysApril Fries Campaign

Strategic Campaign Review6.21.2011


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CampaignOverview

Campaign Details:

Run Dates: 4/4 5/1/2011

Guaranteed Impressions: 41,047,525

Total Delivered Impressions: 41,110,887

Total Cost: $185,392.00

Total Clicks: 35,903

CTR: .09%


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Wendys April Fries: Performance

Impressions and CTR sharply increased on 4/20

In FY12, run a takeover on this date to reach a highly

engaged audience

Campaigns CTR of .09% was 50% higher than the Restaurant

Benchmark CTR of .06%

CTR

Wendy's Campaign .09%

Restaurants/QSR .06%

Yahoo! Advertising Analytics

June2011*Index is how often a user clicks compared to the overall average of the campaign** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not add up to 100%.


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Wendys April Fries vs. Restaurant Industry

Wendys Share of Clicks is 10.5%, while Share of Impressions from the

Restaurant category is 9.5%

Share of Impressions and Clicks against the benchmark peaked in the fourth

week of the Campaign:

Impression SOV = 25%

Clicks SOV = 45%.

Opportunity for Wendys to be the leader in the restaurant category by

increasing campaign spendYahoo! Advertising Analytics

June2011

*Index is how often a user clicks compared to the overall average of the campaign** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not add up to 100%.


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Wendys April Fries: Demo Targeting

Gender Analysis Female clickers indexed 23% higher than

the restaurant category average

Natural Fries messages may have

been more alluring to an increasing

health conscious female audience

Males represented 39% of clickers, slightly

less than females and the category index

Experiment with Yahoo! Smart Ads

to see if specific creative layouts

appeal more to Males

Age Analysis

Ages 18-34 CTR rate is 1.3X higher than

the restaurant benchmark for this age

segment

Wendys reached their target audience,

with Ages 18-34 representing almost 95%

of known viewers




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Wendys April Fries: Behavioral Targeting

Behavioral Targeting Analysis

Wendys targeted the Fast Food BT which

indexed 4.6X higher than the restaurant

benchmark CTR

Campaign viewers interested inTelecommunications were a highly

impressionable audience, clicking 9X more

than the overall restaurant category

Future BT opportunities to increase

viewer engagement, campaign CTR, and

user action include:

Games

Restaurants




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Wendys April Fries: Property Targeting


June2011*Index is how often a user clicks compared to the overall average of the campaign** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not addup to 100%.

Property Targeting

Campaign viewers are 14X more likely to

be on Yahoo! Wireless than the average

restaurant clicker

Telecommunications was also theleading Behavioral Target Mobile

is a huge opportunity for Wendys

in 2H 2011

Yahoo! Games is a leading property for

campaign viewers, with 12.1% of viewers

clicking and 1.6X more clicks than the

category average Yahoo! Local also showed strong

performance, over indexing by 29%

against a typical restaurant campaign


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Wendys April Fries: Screenshots


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Wendys April Fries: Future Recommendations


June2011*Index is how often a user clicks compared to the overall average of the campaign** Data is from Yahoo! users who elect to share demo info. Age + gender is unknown for some users so may not addup to 100%.

BIG IDEA FOR 2H FY11 and FY12: INVEST IN MOBILE

Drive revenue by reaching an engaged audience in Mobile

Mobile lines had a .6% CTR , 550%higher than the overall campaigns CTR of .09%,

and 14X higher than the restaurant mobile property index.

Mobile lines represented 64% of clicks on just 14% of spend.

Advertise where your audience isOffer a custom Wendys coupon on the mobile/tablet

application IntoNow the week of April 20th

Wendys April Fries campaign peaked the last week of April, with the highest

impressions levels on 4/20. On this day, Wendys owned more than 50% Click SOV for

the restaurant category. Capitalize on this present and impressionable audience viaYahoos new social, innovative application IntoNow.


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Appendix


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Wendys April Fries: Industry Reports on Mobile

Yahoo/Nielsen Survey August 2010

In a recent Nielsen survey, Yahoo learned that 3 out of 4 diners

have made a dining-related purchase after doing mobile

research.

88% of restaurant go-ers took any action (dining at restaurant,

ordering take out in person/over the phone) after doing mobile

restaurant research.


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Wendys April Fries: IntoNow Y! Mobile Solution

IntoNow is a mobile and tablet application that enables users to identify and

share TV programs with their friends. IntoNow recognizes what youre watching in the moment, with just the touch of

a button.

Based on SoundPrint, our patented audio recognition and indexing platform,

IntoNow knows what youre watching whether its live, recorded, or online.

Socialize

Facebookand Twitter

Amplify

EarnedMedia from

SocialActivation

Activate

TV Content(Shows, Movie

Trailers,Commercials)


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Tag

Open the App and listen

to your TV. IntoNow will

recognize your show within

4-12 seconds

Share

Once on the show page,

users can share what

theyre watching on

Facebook or Twitter

Discuss

Users can start or join

discussions with all

viewers or their friends

IntoNow experience How it Works


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Wendys IntoNow Coupon Example

Step 1:

Users tag the

commercial and

unlock coupon

Step 2:

Users select a

location to redeem

their coupon at

Step 3:

Users confirm their

selection

Step 4:

Users receive their

unique bar code

wendy's april fries scr

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