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
The time has come—Millennials are ready for car ownership. They’re past their college years, getting married, earning good salaries, and considering moves outside of urban areas. If you’re an automotive marketer and still think of Millennials as teens who only use ride-sharing services, this Placed Research report is for you.
Millennials are actively shopping for vehicles, and using ride-sharing apps as a supplement to car ownership
By integrating Placed’s large-scale business visitation data with 1st-party automotive shopping surveys, we validated that Millennials are shopping at dealerships and taking test drives.
Millennials account for 1 in every 5 visits to dealerships.
1 in 3 Millennial dealership visits is a shopping visit.
Millennial auto shopping visits over-index for Lyft and Uber app installs.
Although Millennials are ready to buy cars, the study also shows that Millennials shop differently. Fortunately, their real-world behavior—day of the week, time of day, business affinities—follows consistent patterns that can be used for optimizing marketing programs and ad campaigns to drive more Millennials to shop and test drive at dealerships.
Session Title: Measuring the Paths and Behaviors of Offline Consumers
When: Tuesday, July 16 at 3:30pm
Placed CEO and Founder, David Shim, presents at the Shopper Insights in Action conference focusing on how retailers can use location insights to better understand their customers and competitors. Be sure to stop by the Placed booth at the conference to learn more. If you can’t make the conference, find out how Placed Insights can help retailers know their offline shopper here, and follow along on Twitter with #SHOPPER360.
Session Title: Mobile + Location: The challenges and opportunities in measurement’s next era
When: Wednesday, July 17th at 5:15pm
David will be sharing thoughts on the challenges and the opportunities in mobile market research including an in depth look at Placed’sunique approach to location measurement. If you can’t attend MRMW, feel free to follow the Twitter discussions with #MRMW.