QSRs Are Tapping New Out of Home Innovations for Full Funnel Growth

Quick-serve restaurants (QSR) — a highly localized business — have long been using Out of Home (OOH) advertising as a prevailing channel for its historical effectiveness in brand building. New innovations in audience and location targeting and outcomes-based measurement have recently elevated OOH’s role as a valuable performance marketing channel for both QSR and restaurant marketers to better understand the efficacy of their ad spend and drive audience conversion. Thus, the digitization of OOH is now enabling full-funnel brand growth for the casual dining category — from awareness to location visits and purchase.

Furthermore, with cookie-based targeting going away, marketers are reallocating their media mix and OOH — a strong driver of contextual relevance — is poised to take a greater share of ad dollars from other digital channels. OOH surrounds people’s everyday journeys and experiences in the real world and more consumers are paying attention to OOH ads. In fact…