The data also showed that connected TV and digital ads didn’t add any incremental traffic on their own. But when paired with gas pump video ads, the ads increased the number of visits to Applebee’s by 22% and 27%, respectively.

The goal of the study was “to better understand how GSTV works in conjunction with other media types to amplify the impact of brand messaging,” Eric Sherman, evp of insights and analytics at GSTV, told ADWEEK.

Previous research has demonstrated that GSTV’s gas pump ads improve foot traffic for restaurant advertisers 80% of the time, he said.