EDO White Paper: Leveraging TV & Digital Synergies in QSR

Quick-service restaurant (QSR) brands rely on linear TV to drive consumers to stores, but they often struggle to assess the precise impact of these campaigns on business metrics — particularly when compared to digital advertising’s easily observed feedback loop.

In our new whitepaper, we dive into the missing gaps in QSR TV attribution by identifying how linear ads impact incremental web traffic for five leading QSR brands. We found that linear TV drives consumer intent, especially when advertisers optimize for impression quality, which we define as the likelihood that each impression will generate consumer engagement.

In fact, we found that a brand’s linear impression quality is 6x as impactful as a corresponding increase in impression volume. And linear TV doesn’t just drive engagement behaviors like brand searches and website visits, it actually amplifies the impact of a brand’s digital marketing efforts.

Download our whitepaper, “Leveraging TV & Digital Synergies in QSR,” to learn:

How linear TV impacts digital advertising effectiveness
How impression volume and impression quality influence QSR campaign performance
How QSR brands can improve their linear TV-driven web traffic by 117% with EDO’s optimization

EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, optimize creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.