Sponsored by Reveal Mobile
Out-of-home advertising, including billboards, bus shelters, benches, inside Ubers, and more, has the power to whet consumers’ appetites for the restaurants they promote and to motivate them to visit and make a purchase.
According to research from the Out of Home Advertising Association of America (OAAA), among 30% of adults who recently noticed an OOH ad that gave directions to a store or business, 43% visited the store business or restaurant within 30 minutes of seeing the ad, and 78% of those visitors made a purchase.
If you’re among the growing number of restaurant operators looking to reach more customers and generate more sales with OOH advertising, there’s no time like the present. Here’s what you need to know to maximize your efforts and ad dollars and stand out from the competition:
Understand how to monitor and measure OOH
Out-of-home advertising has long been notoriously hard to measure beyond foot traffic. But like the rest of the world, OOH has gone digital.
Now, the reach, frequency, and effectiveness of out-of-home campaigns can be measured digitally. This involves tracking the digital metrics that can be attributed to your OOH campaign through location-based data from GPS-tracking and mobile devices.
For instance, Reveal Mobile’s Mira provides businesses with location-based audience insights, such as how many people acted—opened or installed your app, placed an in-app order, or visited your website’s menu, etc.—after seeing your ad on a billboard or on a tablet in the backseat of a Lyft.
By employing location-based metrics, restaurant marketers like Flagship Marketing Group, have been able to better understand the number of people who pass by an ad, how often they see it, and what actions they take afterward, enabling them to better estimate the level of exposure and impact an ad is getting and adjust and optimize accordingly.
“Reveal Mobile has given us what every marketer only dreams of: measurable results,” says Kelli Pilkington, Marketing Director at Flagship Marketing Group. “We're able to show actual conversion dollars rather than just rates based on campaign results that have been made possible by this platform.”
Follow-up fast
Once your target audience has passed by or watched in the backseat of an Uber your mouthwatering menu ad, then what? The hard truth is, no matter how drool-worthy your OOH ads are, less than half of consumers who notice your ads will make a purchase immediately after their first contact with them. To get exposed consumers to visit your restaurant or make a purchase, restaurants need to engage in strategic follow-up, also known as retargeting.
Retargeting enables operators to deliver the right message at the right time to the right customers on their digital devices across multiple channels, increasing your chances of getting them to—or back to—your restaurant's physical location, app, or website.
Don’t go it alone
If you’re discouraged that your OOH ads are not delivering the desired ROI—or are considering getting started—but are concerned that using location-based tools may be out of reach, consider partnering with an expert.
“We’re removing the frustration advertisers across the U.S. and Canada feel when trying to prove the business value of their paid media investments,” said Brian Handley, CEO of Reveal Mobile. “We’re doing this by bringing clear, accurate, and actionable location-based ad campaign performance reports to their fingertips.”
In short, by measuring OOH ad campaigns with location-based technologies and better understanding the subtleties of the data, restaurant operators can take their OOH advertising to new heights, reaching target customers in measurable—and more meaningful—ways.
Ready to reach and engage a wider audience beyond traditional digital and print media? Reach out to Reveal Mobile now.