The ubiquity of mobile devices has dramatically changed the landscape for restaurant advertising, particularly for Quick-Serve (QSR) and Fast Casual. No longer constrained to the desktop, digital advertisers have embraced the possibilities of mobile data and continue to do so—digital ad spend measured by Placed for QSR and Fast Casual increased by over 1,000% between 2014 and 2018.
In this new paper from Placed Research, we explore unexpected and useful insight gained through nuanced location analysis that can be used to guide advertising strategy:
QSR marketers do better than average in terms of lift and efficiency
Audio and Social apps are the most cost-effective channels for influencing QSR customers
QSR and Fast Casual marketers spend efficiently on TV
Tactical incrementality is strongest for younger & less loyal customers
Powered in part by Placed Attribution, Millennial Media introduced its new Omni Channel Measurement Suite, which is designed to evaluate and demonstrate the effectiveness of mobile campaigns across a variety of important areas. Placed Attribution is a key part of the new solution, delivering insight into the impact of mobile ads on driving in-store retail visits.
According to Placed Founder and CEO David Shim, “The product we’re working on with Millennial Media allows advertisers to track conversions beyond the mobile device itself, and extend measurement into the physical world.”
With more than 90% of retail transactions taking place in the physical world, understanding the offline effect of mobile ads is arguably more important for a marketer’s bottom line than CTRs and other on-device metrics; especially for those brands with a brick-and-mortar presence.
Placed Attribution’s programmatic approach to measurement provides advertisers and agencies with consistent metrics to know if ad exposed audiences turned into in-aisle shoppers, with metrics such as Store Visits, Lift, and Demographic Features.
Millennial Media is the latest company to join a growing list of partners, which includes xAd and Verve, that are leveraging Placed Attribution to bring improved location intelligence to today’s burgeoning mobile advertising economy.