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Burger King: Best Use of Digital OOH to Drive Footfall and Sales

5 min read
Digital OOH
Advertiser: Burger King
DSP:Splicky
Agency:Posterscope
Operator:WallDecaux
Region:Germany
Vertical:QSR

Adsquare takes home Gold for “Best Use of Digital OOH” at the 2022 The Drum Awards. Read on to understand how – together with our partners – we applied data-driven programmatic OOH to drive footfall and sales.

Challenge

Not least because of Covid-19, the way how consumers buy, what they buy and the mindset in which they buy have changed. Understanding how consumers move through the physical and digital worlds is a base entry requirement for any advertiser to succeed.

Burger King wanted to increase sales across Germany. But in a world where advertisers must read themselves for a privacy safe future and changing consumer behaviours, how can you target the right audiences for a most successful campaign experience? Moreover, how can you even track that the campaign was a success?

Solution

Burger King and their agency partner Posterscope made use of the Adsquare OOH Planning & Activation Platform, a self-service and map-centric tool that allows any advertiser to identify the most suitable poster locations based on specific spatial data and geo-located audience data input. In this case the uploaded OOH inventory was owned by WallDecaux, German subsidiary of JCDecaux. Only with Adsquare can you get pre-bid integrations for programmatic DOOH and enrich inventory in real-time. And you can seamlessly activate any segment built with the Adsquare platform programmatically in your DSP of choice. 

By combining audience segments and movement data, Adsquare`s technology automatically calculates index values for each DOOH screen and ranks the inventory according to relevance. The index calculation is based on the ratio between all users seen around DOOH screens and the desired audience and recalculated for every hour of the week. While the campaign was in-flight, Burger King activated footfall data from Adsquare to measure restaurant visits for optimum results.

Result

Screens with high CPL and low number of leads per restaurant were deselected from the campaign. In tandem, screens with low CPL with high lead numbers received increased budget ad spend to optimise the performance of the campaign.

Live footfall proved to be efficient in optimising DOOH towards performance. Budget was therefore optimised towards performance KPIs and overall enhanced the effectiveness of OOH in driving audiences to the stores. Overall, 4M impressions were delivered during the campaign period resulting in increased store visits of +125%. 

Programmatic OOH increases the possibilities of reaching consumers at the right time and place and with relevant messages. Partnering with Adsquare for the Burger King campaign shows our commitment to innovation and to provide sustainable added value for our customers via insight-based, data-driven, and technology-supported solutions.” Simon Kloos, Managing Partner, Posterscope 

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

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