“Television is incredibly powerful,” insists Sasha Wolfe, Taco Bell’s head of media. “You can’t recreate in any other media a close up of Taco Bell’s cheesy, beefy wonderfulness.
“It’s a part of who we are and it definitely is a driver of our business.”
That broadcast medium – “in its historical form and in new forms that are emerging” – gives us the ability to tell a story with beautifully produced creative with sight, sound, and motion.”
And after a spot appears – whether it’s on a legacy network or a bespoke over-the-top (OTT) configuration – the QSR can generate real-time analysis “taking all this innovation on audience data and business connection data, even understanding what’s going on with those television buys.”