Restaurants are constantly evaluating their marketing strategies to remain top-of-mind among rising competition. As the variety of marketing channels increases, it’s essential for restaurant marketers to find solutions that meet their unique challenges and put consumers in seats at the table. Digital out-of-home (DOOH) advertising offers brands a powerful platform for reaching consumers as they move throughout the physical world — and uniquely addresses some of the nuanced difficulties of marketing in the restaurant industry. This article will cover how you can leverage DOOH to keep your brand top of mind when hunger strikes.
Programmatic DOOH advertising provides a unique ability to reach restaurant goers with tailored ads that drive results. According to research from The Harris Poll and OAAA,
But before your eyes become bigger than your stomach, it’s important to keep in mind that as with any new marketing initiative, developing a well-thought-out DOOH strategy is critical to gaining the most value out of this powerful channel.
Here are a few common DOOH restaurant marketing tactics you can utilize to reach hungry consumers with tailored ads that drive results:
With so many meaningful opportunities to engage your target audience through DOOH, it can be difficult to know exactly where to start. Here are 3 steps to launching your own DOOH restaurant marketing strategy:
All great restaurant marketing campaigns begin by profoundly understanding the interests, preferences and tastes of a specific group of people (i.e. a target audience). Using DOOH, you can create and target custom audiences based on first- and third-party data sources to launch campaigns that strategically reach viewers with mouth-watering creative when and where it matters most.
The graphic below gives a snapshot of the most effective audience targeting strategies that restaurants are having success with:
Using proprietary geospatial technology and privacy-safe location data, Vistar helps marketers understand how their target audience moves throughout the day and where they are most likely to be at any given time — ultimately revealing the best times and places to target your audiences. Vistar’s scale allows QSRs to reach consumers in contextually relevant environments, such as airports, casual dining restaurants, gas stations, gyms, family centers, malls, movie theaters, office buildings, transit stations, universities and more.
Using 1st or 3rd-party data in other marketing channels? You can now utilize your preferred segments across all channels, including DOOH.
Have video assets? Extend your video campaigns by repurposing existing assets across DOOH screens for seamless omnichannel consumer engagement.
Measuring the true ROI of out-of home media has historically been a challenge. Vistar’s industry-leading measurement solutions allow you to evaluate the impact of your DOOH campaign on both upper and lower-funnel KPIs — from awareness and consideration to online orders and actual restaurant visits.
Jack in the Box leveraged DOOH to reach an audience of diners who frequented competitive fast-casual restaurants. The brand ran its campaign across a mix of venues from malls, gas stations and billboards, to urban panels, gyms, bars and dispensaries and applied POI targeting to strategically activate DOOH screens within a 2-mile radius of its own restaurants — engaging consumers at the perfect location to act on the brand’s messaging.
DOOH advertising provides a highly effective, flexible and measurable way to connect with consumers in the real world and bring diners through the door.
By harnessing the power of programmatic DOOH, QSR marketers will be ideally positioned to reach consumers with mouth-watering creative when and where it’s most effective — allowing them to stand out amongst the competition and fill their seats (or drive-throughs) with hungry customers ready to purchase.
Ready to plan your campaign? Contact us today!