Founded in 2016 in Denver’s historic Five Points neighborhood, Birdcall has rapidly grown into a beloved fast-casual restaurant dedicated to making high-quality, all-natural chicken accessible to communities in Colorado, Arizona, and Texas. With a commitment to innovation, Birdcall continuously explores new ways to connect with its audience and drive traffic to its locations.
We’re appreciative of the great support and opportunity to get to know Ventura and The Trade Desk. – Brent Phillip, Birdcall Chief Marketing Officer
Challenges:
As a growing regional brand, Birdcall aimed to boost brand awareness and drive more in-store visits across competitive markets. However, like many emerging restaurant chains, they lacked visibility into the true cost of driving offline foot traffic—and needed to find a more efficient, measurable way to reach the right audience and justify marketing spend.
Solution:
Ventura developed a highly targeted, omnichannel programmatic strategy leveraging The Trade Desk’s (TTD) premium technology—The campaign focused on reaching relevant audiences through:
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Premium CTV & Live Sports
Engaging households watching live college football and NFL games, securing placements traditionally dominated by national QSR brands.
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Audience Personalization
Hyper-targeting key customer segments, including wing enthusiasts, chicken purchasers, and QSR shoppers with household incomes of $80K+.
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OLV, Display, and Native Advertising
Complementing CTV efforts with retargeting strategies based on video completion rates to drive conversions.
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Real-Time Optimization
Actively monitoring performance during weekend games and adjusting strategies to maximize impact.
A standout component of the campaign was Birdcall’s unique and humorous “Bird in a Box” video ad, which creatively captured attention and resonated with viewers.
Results
- $5.37 Cost Per Acquisition: Down dramatically from early campaign costs
- +1700% In Google Search Conversions: Showcasing the campaign’s broader impact on digital performance—A finding from the CPCR Report
By layering premium CTV placements with retargeting and omnichannel execution, Ventura Growth helped Birdcall reach over 1.2 million unique individuals across 921,000 households—maximizing visibility while significantly lowering costs.
Conclusion
Birdcall’s foray into programmatic advertising proved to be a game-changer, enabling the brand to compete on high-profile CTV inventory traditionally reserved for major QSR players. Ventura Growth’s expertise in audience segmentation, real-time optimization, and omnichannel execution empowered Birdcall to achieve unparalleled results. While this campaign was a first for Birdcall, it highlighted the power of programmatic advertising in driving measurable impact for growing brands.
Want to learn how Ventura Growth can boost your campaigns through omnichannel advertising? Get in touch with our team today!
