Restaurant and dining marketing expert Vanessa Allen shares how industry advertisers can adapt to signal loss and the cookieless future.
Digital Place-Based: Increasing demand for digital signage coupled with the decreasing costs for LCD panels is expected to help fuel growth for Digital OOH and commercial applications worldwide to the tune of 17.3 million units by the end of 2012, according to IHS iSuppli Signage and Professional Display’s most recent Market Tracker report.
What’s interesting is that the separation between ad-supported digital OOH and commercial applications are merging more and more each day – a perfect example is what is presently happening in the quick-service restaurant (QSR) vertical.
What was initially intended to act as a dynamic platform to display menu items and promotions has turned into a secondary revenue stream for franchises across the country. McDonald’s, Wendy’s, KFC, Taco Bell, and Dunkin Donuts among others have all installed digital display boards over the past two years, and they are proving to be a new platform to reach consumers in a variety of mindsets (fast-paced, low-cost, late night, etc.) .
As more and more commercial applications reach the mainstream, the more we’ll see the creation of micro-networks that allow for specialty targeting opportunities (reaching business/weekend travelers through Rental Car locations, etc.).