Quiznos Integrates Digital Video Into Its Ad Mix
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- April 7th, 2015
After coming out of bankruptcy in July 2014, Quiznos decided the time was right to adjust its marketing mix.
Interviewed in Entrepreneur, Quiznos’ director of interactive and innovation, Tim Kraus, explained the reason for the change in the company’s integrated marketing program.
“We’ve been around for 30 years, and we were a big TV advertiser, we were a big print media advertiser. And, we just saw the returns on some of these campaigns diminish,” says Kraus. “The consumers we’re trying to target are spending way more time online.”
Quiznos will continue to combine print with digital media, while placing more emphasis on digital advertising and video. Within that mix, Krauss said the main focus is on digital video. However, the company’s former reliance on traditional television is over.
Why No More TV?
The core audience for Quiznos is young men in their teens through thirties. These are the kinds of guys who might eat a sandwich every day. They’re also the types who are watching less and less TV and a lot more online video, instead. This audience might also be the only ones who appreciated the short-lived, eerily rodent-like “Spong Monkey” mascots seen in Quiznos TV commercials about 10 years ago. (One can’t help but wonder whether the commercials accelerated the company’s downfall.)
Quiznos is making a strategic effort to go wherever the consumer goes. Said Krauss, “If they switch to consuming video content on their mobile device, or their tablet or their desktop computer, that’s where we have to be as a brand.”
Online vs. Television
One of the big benefits of online marketing over television is that marketers can easily and immediately see the results of their ads. You can see how many impressions or views the ad got and whether there was a corresponding increase in sales following its posting.
Quiznos chose TubeMogul for its online video effort, a digital advertising platform that offers the ability to buy and deliver video ads in real time. The first Quiznos campaign using TubeMogul launched last June.
Although advertisers’ overall use of digital is growing, traditional TV ads still account for the vast majority of all ad purchases. For comparison, 2014 digital video ad spending was estimated at almost $6 billion, versus TV spending of roughly $69 billion, according to Emarketer.
TubeMogul allows Quiznos to track the type of websites and videos that appeal most to their audience, while using cookies to target individuals in their core demographic. Now, instead of spending thousands of dollars on a television ad campaign and not knowing how well it worked, Quiznos can create smaller digital campaigns and quickly see what attracts customers and drives sales, or not.