‘OOH plus mobile retargeting works well for QSR brands’

Specialist publication QSR – while citing certain recent quick-serve brand studies – states in an online report that “whether a quick-service franchise is promoting a particular product or driving greater brand awareness to draw customers into restaurants, OOH media is delivering in big ways, and, for the first time, we know exactly how much.”

The QSR report states that “new data show two important findings: No. 1, frequency matters—consumers exposed to OOH quick-service restaurant campaigns with greater frequency showed a remarkable increase in restaurant visits; and No. 2, the combination of OOH plus mobile retargeting (where ads are sent to devices that passed the OOH units) proved most effective at driving consumers into restaurants.”

The report also mentions: “Now that OOH leverages aggregated and anonymised mobile location data, the medium offers quick-service advertisers a highly visible and measurable medium that drives sales directly to franchises. The data can do this in two ways:
Location-based mobile data gives quick-service restaurant franchisees a powerful purchase intent signal. With this, we can verify that a customer whose mobile device was recently exposed to an ad subsequently walked into your restaurant. And this sophisticated mobile location data is giving quick-service franchises a legitimate way to measure a quick-service restaurant ad campaign’s success.”