In-app Mobile Advertising For QSR
Quick Service Restaurants (QSR) advertising in a mobile first world
Engaging Customers On The Go
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 business 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.
Connecting with consumers on mobile
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 new and emerging tech now more than ever to be visible and stay relevant to consumers.
*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
ordering meals on mobile*
Growth in downloads
of top five delivery apps*
Growth in Canada
of in-app sessions for food and drink*
The Mobile First Approach
Mobile offers benefits that desktop and traditional advertising do not.
Capabilities such as geo-tracking connects brands with customers using their mobile location data which 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’.
Despite recent changes to mobile user location data, brands who advertise across a network of trusted apps can continue to leverage location information as these app users have chosen to opt-in to providing location information and user data in exchange for value.
Driving Conversions Through Deeper Connections
31.3 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 marketing approach encourage consumer based interactions by advertising on a platform that creates positive experiences. Transitioning from simply advertising to engaging leads to the creation of positive experience and 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
Of millennials using
mobile for deals and offers from
restaraunts, bars and coffee shops*
Higher positive view
of brands that are offering
rewards as opposed to advertisements**
Advertising Where Your Customers Are
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.
Of Canada is using
smart phone technology
Of time used on
smart phones is spent in-app
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.
Benefits of Mobile In-App Advertising for QSR Brands
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
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