Burger king, one of the biggest fast-food restaurants is initiated analytics for 30 different ads created by 360i and bought by Vizeum that were displayed on 100 billboards over the course of a week in October. What set these billboards apart from the rest was their dynamic nature. The billboards were strategically placed close to the 13 Burger King restaurants across London, and the creative changed responding to time of day, closeness to a local event and also to the transition in weather to push people to their nearest Burger King. It happened mostly, during the quieter sales period such as breakfast, snacking and late night.
With the transition in advertising it has become quite important that you opt for medium which actually yields results. The outdoor advertising used now has evolved and have started making campaigns which are driven for being contextually inclined towards targeted audience.
Burger King measured pre-, during- and post-campaign foot traffic using beacons which have been fitted in its restaurants to infer the campaign’s effect on each location’s foot traffic. The beacons could track the number of Wi-Fi engagements with Burger King Diners as they entered stores, recording a total number of increased visits tied to devices rather than personal information. It was concluded, that certain series of ads promoted the restaurant’s breakfast and midmorning products and consequently delivered an increase in visitors to Burger King Locations around those periods.
Renato Rossi, Burger King’s VP of marketing in the U.K., told attendees at Ad:tech London earlier this month that the initial metrics had proven “streets can be a lot more connected to our digital environment.” Speaking to Digiday at the event, he admitted the mix of data on foot traffic and sales might not be the clearest attribution model but said it was a start to understanding the path to purchase from its outdoor ads. The business will evolve the model in 2018, he said.
“We’re not going to suddenly stop buying static ads. If we get the current (outdoor advertising) investment we do today and translate 100 percent of it in (digital-enabled outdoor ads), we would lose too much coverage, which we can’t afford,” Rossi added. “This isn’t yet a full migration from static to digital. Both will coexist for the coming years.”
