Quick Service Restaurants (QSR) advertising in a mobile first world
In the age of digital marketing, Quick Service Restaurants (QSR) need be able to connect with customers during their spur-of-the-moment time of need. This small window of time is made up of only a few seconds before consumers move on and take their dollars elsewhere.
The need to market and advertise in seconds and with precision has become crucial for the success of QSR brands. The brands that leverage in-app mobile advertising obtain enhanced location data capabilities and audience data to engage consumers on the go and in real time. This in-app advertising strategy enables QSR brands to capitalize on the mobile moment while
engaging new and existing customers during their exact moment of need.
*Source: emarketer: Food Delivery Takes Off Thanks to QSRs Eager for a Slice of the Mobile Market
**Source: emarketer: Canada Digital Ad Spending 2019 Digital Makes Up More than Half of All Ad Spending
Traditional advertising is slowly losing reach and no longer connecting with audiences. In 2018, digital surpassed traditional advertising for the first time in Canada, as mobile formats in search, display and video increased performance and impact.**
QSR advertisers and marketers must focus on tech now more than ever to be visible and stay relevant to consumers.
Mobile offers benefits that desktop and traditional advertising do not.
Capabilities such as geo-tracking connects brands with customers using their mobile location data that can be used for awareness campaigns, event promotion, and product launches based on region.
With geolocation brands can target the right consumers at the right time, in the right place and within the short window of opportunity known as the ‘mobile moment’.
25.5 million Canadians are using smartphone technology and 87%*** of the time on their phone is spent in-app.
The convenience of using a mobile app together with the modern habit of carrying smart phones everywhere is exactly why Canadians want to be engaged on mobile. Studies have shown that when interacting with brands, customers want to be rewarded for their time and no longer simply advertised to. Approaching mobile ad strategies with this in mind can be beneficial for many brands looking to engage audiences with timely discounts, rewards programs and other time sensitive awareness campaigns.
QSR brands with a mobile first mentality also encourage consumer based interaction by advertising on a platform that creates positive experiences. Transitioning from simply advertising to engaging leads to the creation of positive experiences. When ads are delivered seamlessly through an in-app experience it generates more personal connections between brand and consumer.
*source: QSR magazine: Loyalty on the Go
**Source Marketingmag.ca: MOBILE IN-APP ADS BOOST INTENT 82%: IPG STUDY
***Source: Research by Amsterdam-based firm Newzoo
In a mobile first and connected world, consumers are actively on the go and multi-tasking. They are well informed and ready to make a purchase at any moment and at any place. For marketers, mobile advertising can also provide a new means of collecting data and gaining new and more accurate insights on knowing who your target audience is.
Advertising on mobile connects brands with customers anywhere. However, with increasingly shorter attention spans consumers are skimming over embedded mobile friendly ads that do not add value to the on page experience. In-app mobile advertising provides a more effective means to engage audiences by delivering contextually driven and relevant messaging and offers that traditional mobile advertising cannot.
Reduced privacy concerns: App downloads take care of opt-in agreements. Today, Android 10 and iOS 13 have helped clear app stores from apps that do not exchange value for mobile and location data. Traditional mobile advertising does not include this built-in permission of obtaining mobile and location data
Its where your customers are: 87% of Canadians are spending their time on mobile in-app. This makes segmenting audiences based on profiles and location easier to do and provides brands with the ability to advertise in safe environments with high visibility
Actionable location intelligence: In-app advertising uses location data to target customers when they are most likely to purchase. App users can also be alerted when they are within a geo-fence to a QSR location creating mobile moments on the go; driving higher probability for conversion
Consumers looking for a place to eat or drink are more inclined to choose a location
that is nearby and offering a solution to their need in a timely manner.
Programmatic advertising can be highly competitive causing individual brand needs to often be overlooked.
APEX offers a one-on-one partnership for agencies QSR brands directly with access to our exclusive partner network in Canada that delivers in-app mobile ads with high visibility, increased conversion rates and brand safe environments.