Location Sciences Group – Verify

FAST FOOD RESTAURANT MAXIMISED VALUE FROM THEIR LOCATION CAMPAIGNS

Read how one London chain improved its location-targeting to get people into its branches more cost-effectively.

While the demand for takeaways is increasing (+65.7%), restaurants are in steady decline (-2.6%). They are having to fight harder than ever to justify their presence, particularly on the High Street.

Fast food = quick decisions

 

Research shows that four in ten (38%) adults buy takeaways or fast food on a whim. So, reaching people with the right message, at the right time, and in the right place, is particularly important. Not many people are going to drive miles out of town because they fancy a certain burger. It’s got to be all about convenience.

Advertising for special deals in areas around certain branch locations can be a way to drive footfall to those restaurants. However, too many QSRs (quick-service restaurants) are spending money on adverts which are landing in the wrong places. With up to 80% of location data in market being inaccurate, budgets are being thrown away – and potential customers are being lost.

Driving better performance

One London-based fast food chain wanted to target people driving home within specific catchment areas around its London branches. Whilst the business had been pleased with the number of impressions its adverts were getting previously, spend was very high and it wanted to identify where savings could be made. The Verify tag was implemented into the adverts and began to monitor the campaign.

Location Sciences analysed the two-week campaign and found within the first three days that over 60% of adverts were not being served in the right target area.

 

When analysing the Verify heatmap, Location Sciences saw that, although this was only a UK-based campaign, impressions were being served on a global scale. This is not only costly to the QSR but would render the advertisement useless. The advertisement creative was tailored specifically to those London branches – so someone viewing in Pakistan would not be able to gain anything from them.

 

Verify dashboard heatmap from a campaign showing impressions being served to countries all over the world.

 

Interestingly, many of the impressions for this campaign were also of exceptionally low location health, meaning lots of these impressions were of poor quality or were fraudulent. We have over 12 machine-learning algorithms which can detect inaccurate and fraudulent signals. This particular campaign showed a large number of impressions being served from the middle of the Thames river, which couldn’t have possibly come from a real source. By viewing the Suppliers tab in the Verify platform, it was clear that certain publishers serving many of the impressions were using fraudulent and inaccurate data. In order to tackle these issues, the Verify team contacted the poorly performing publishers to tell them to remove the bad signals and were able to rectify the issues.

‘Centroid’ in the middle of the Thames

 

Visible results and store uplift

The Verify team worked alongside agency and supplier partners to resolve and re-implement the geo-targeting filters correctly to focus purely on the specific areas that the QSR wanted. They also managed to run the campaign using good suppliers and standards were raised drastically in order to provide the best possible results for the campaign. Accuracy rose by over 40% and

Using Verify meant that the QSR had a clearer look into their ad performance and were able to clearly and effectively measure the results from their campaigns. With Verify working alongside their attribution partners, they managed to see a rise in footfall in store by over 30%.

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