When QSRs Put Location and Video on the Menu, Diners Drive In

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When QSRs Put Location and Video on the Menu, Diners Drive In

October 31, 2017

Whether they’re locals or tourists, hungry diners are going to pull out their mobile phones to find the nearest place to eat. These in-the-moment decisions are critical for quick service restaurants (QSRs), which often face high competition even within a mile or two of highway. 

To entice customers into their stores, QSR advertisers need to stand out from the competition. That’s hard to do, however, if the brand doesn’t show up in mobile search results or its advertising isn’t eye-catching. Optimizing your marketing for both mobile and local results is a key ingredient for attracting new customers. But another ingredient is just as important: Online video ads can motivate hungry diners to walk through your door.

Location Must be Part of the Advertising Plan

mobile-searches-2.jpgHow much does location matter for attracting new diners? First, it’s important to realize that nearly one-third of all mobile searches are related to location, according to Google. And those searching for restaurants? Google also says that restaurant-related searches overall grew by double digits over the past 2 years.

However, those same restaurant-related searches that include a zip code have declined more than 30% over the same period. Since location requests are no longer specific, advertisers need to consider a viewer’s contextual preference so they can be certain to deliver a video ad at the moment of decision.

Tip: Incorporate adaptive location, time and moment targeting to your strategic market plan. All marketers know what product they are selling and who they want to visit and take action. Having the Who, When, Why, Where and What covered tactically drives actionable insights into what drives customers to visit.

Personalization Drives Sales

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Hungry diners also know their favorite foods and dining experiences. The more advertisers understand these interests, the better they can deliver personalized content at just the right moment. Personalizing video ads not only attracts customers to your newest location, but also builds loyalty.

For QSRs, this combination of location, mobile and personalization is highly effective. According to Google, nearly two-thirds of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.

Tip: Entice diners with personalized video ads based upon season, menu, meal-time, offer and location. Relevancy drives engagement, engagement drives action. 

  • Sightly saw a 600% increase in store visits during Summer 2017 for a cold beverage ad, as compared to snack, happy hour or general branding ads, when exposed during the hottest dayparts to only nearby store locations. 

 

Most Restaurants Have Yet to Embrace YouTube 

With over one billion users (that’s 1/3 of the internet!), YouTube offers amazing potential for QSRs, especially when you consider that more than half of YouTube views come from mobile devices. That makes it all the more surprising that few restaurants are taking advantage of the platform.

According to a survey by POS provider Toast, just 20% say they use it at all.

  • Sightly performed a content analysis across the top video platforms with content for the Restaurant Industry. YouTube has over 3 billion views in the past 3 years compared to Facebook at 1.1B with Instagram well behind at 106M video views.

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But, beware: This is likely to change rapidly. It seems the industry is catching on to the value of video ads. Toast also found that YouTube has the most growth potential, as 28% of restaurants reported their intention to start using this platform in 2017.

Tip: Get a jump on the competition with Sightly and YouTube Video Ads by supercharging your video advertising strategy with Micro-targeting, Ad Personalization and Adaptive Optimization. Like Search Advertising, it will take more than just being there.

For restaurant advertisers, every passing vehicle is an opportunity. Don’t leave these in-the-moment decisions to chance. Make sure your advertising plan has heaping portions of video ads optimized for mobile search and location, and personalized to your target customer’s preferences.

©2020 Sightly All Rights Reserved

©2020 Sightly All Rights Reserved

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Financial Marketers Get Credit for Using Video

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Financial Marketers Get Credit for Using Video

January 16, 2017

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Financial services is famously cutthroat – and not just on the trading floor. The industry’s marketing teams are equally competitive. Just look at the spend: in the U.S. alone, advertisers in this sector spent $8.77 billion in 2016. That’s almost 20% more than the previous year, eMarketer says.

If you’re in the credit card business, this is old news. After all competition for credit-card signups is fierce, and finding an edge gets harder every day.

But here’s a tip financial services marketers can bank on: Focus on people first. The best way to boost signups in a challenging market is to understand exactly who your target audience is and what motivates them.

“eMarketer’s number one 2017 Video Advertising Best Practice is ‘Buy Audience First’,” Ryan Vaspra, Sightly’s SVP, Media Strategy likes to say. His advice: “Don’t buy cookie pools and don’t buy context. Buy your audience and use third-parties to validate your accuracy and reach. That’s what makes a successful campaign and it’s the best way to boost your impact.”

And there’s strong proof this works. Consider this: Nielsen’s 2016 Digital Ad Ratings targeting accuracy average for adults 25-54 is 59%, while Sightly averages a whopping 78%.

 “With a people-centered, audience-first buy, credit card brands can significantly optimize their targeting and truly connect with the people they want to reach.”

What else works? Ryan and the video ad experts at Sightly say credit card marketers can boost signups by following these video advertising best practices.

Target Offers with Personalized Video Ads

Knowing what motivates your ideal customer is critical. For 59% of U.S. consumers, rewards are a major selling point, TSYS found in its 2016 Consumer Payment Study. Another 30% say they’re attracted to the card brand, while 19% say the card’s alerts and mobile options are the deciding factor.

One way to guarantee you’re bringing the right card offer to the right consumer segment? Use predictive audience targeting. Don’t take our word for it: eMarketer’s #2 2017 Video Advertising Best Practice is “Refine Your Targeting.”

Performace Metrics In Action: A leading national card brand reached their consumers – by preference – 56% more accurately than ever before by applying Sightly’s People-Centered Targeting to their buy.

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Know Your Millennials 

People are most likely to sign up for a credit card during the holiday shopping season – a very tight window to attract new cardholders. That’s one of several not-so-surprising findings from a recent Yahoo analysis. Another not-so-shocking finding? The top target for credit-card marketers is Millennials, who make up about half of the applicant pool.

With every financial marketer targeting the same group at the same time, you really need a stand-out marketing strategy.

Video content around “credit cards” had 247 million views on YouTube alone during the past year, according to a Sightly analysis. That’s 60% of all video content across competing social networks! Cutting through this content with precise audience targeting is key for any brand seeking to connect with Millennials. 

Be Screen Agnostic 

Shopping, bill paying, applying for credit cards, research. It’s all happening on mobile devices, and if you don’t have a strong mobile strategy, you can find yourself at a disadvantage. Here’s a compelling proof point to underscore this need: 60% of American Express’s total mobile traffic was from video content in 2016, and mobile over-indexed by 31%. That’s what American Express marketing executive Trudie Newcomb told the crowd during her remarks at Mumbrella’s Marketing Summit in Sydney. We’re not sure what attendees will do with this information, but here’s our advice to you.

 Accurately reach consumers across their smartphones, tablets, laptops and connected TVs based upon their profile – not browsing cookies.

Performance Metrics In Actions: A national leading credit card brand achieved 67% more efficiency in their advertising investment by partnering with Sightly.

©2020 Sightly All Rights Reserved

©2020 Sightly All Rights Reserved

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