Client Story

How a QSR out-of-home campaign drove a 39.1% lift in foot traffic

A QSR campaign ran June to August 2025 with brand lift and foot traffic measured together rather than separately. iOOH™ Attribution tied a 39.1% foot traffic lift — 88K incremental visitors and 735K incremental visits — to OOH exposure.

A roadside billboard advertising "The New Double Cheeseburger" with a large photograph of a double cheeseburger and fries, lit by overhead floodlights against a blue sky

At a glance

Client: A quick-service restaurant brand (not named in the source)
The campaign: A QSR out-of-home campaign running June–August 2025, measured for brand lift and foot traffic together rather than separately.
Solution: iOOH™ Attribution
Challenge: Produce full-funnel clarity on an out-of-home buy — evidence that runs from brand lift through to store visits.
Method: Brand lift measurement combined with foot traffic attribution, read by DMA and by venue type.
Result: A 39.1% lift in foot traffic attributed to OOH exposure: 88K incremental visitors and 735K incremental visits.

The goal

The QSR campaign (June–August 2025) is a strong example of iOOH Attribution success.

This campaign combined both brand lift and foot traffic measurement, leading to high ROI indicators and full-funnel clarity.

Highlights

+39.1% lift in foot traffic attributed to OOH exposure

Totaling 88K incremental visitors and 735K incremental visits.

8.3

repeat visits per incremental visitor, showing sustained behavioral impact

11%

lift in brand consideration, +12% in purchase intent, +13% in likelihood to recommend

61%

ad recall, far above the 41% iOOH norm – creative broke through

99%

of ad recognizers understood the value message: “so much more under $4”

35%

lift in DMA results: Los Angeles and Dallas–Ft. Worth

Why it worked

Three things the campaign got right.

The creative was memorable and emotionally resonant.
Placement strategy prioritized high-performing DMAs and venues (e.g., digital kiosks, gas stations, urban panels).
Strong message clarity and a simple value proposition.

About the campaign

A quick-service restaurant out-of-home campaign that ran June–August 2025, measured end to end: brand lift alongside attributed foot traffic, broken out by DMA and by venue type. The advertiser is not named in the source material.

About MFour

MFour Data Research, founded in 2011, is a leading provider of validated, connected, opt-in consumer behavior and survey data. Its top-rated Surveys On The Go® app, powered by the Fair Trade Data® model, delivers billions of transparent, consumer-sourced data points each year.

Measure out-of-home all the way to the door.

iOOH™ Attribution reads brand lift and attributed foot traffic from the same exposed audience, so a campaign’s ROI does not have to be argued from two unrelated studies.

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