Seizing the Moment: How Programmatic DOOH is Revolutionizing QSR Advertising

The quick-service restaurant (QSR) sector thrives on speed, convenience, and consumer spontaneity. In 2023, the global QSR industry hit nearly $978 billion U.S. dollars, fueled by over 195,507 franchise locations in the U.S. alone. With the market continuing to expand at a steady pace, brands in this space are faced with a unique opportunity: reaching hungry consumers on-the-go, with strategic precision, through programmatic digital out of home (DOOH) advertising.

Programmatic DOOH transforms how QSR brands connect with their audience by delivering tailored, location-based ads in real-time. Whether driving attention to a new menu item, offering a limited-time deal, or boosting foot traffic to nearby stores, this medium provides the flexibility and responsiveness that traditional advertising channels often lack. Today’s advancements in DOOH offer cutting-edge tools for audience targeting, geolocation, and dynamic creative optimization (DCO), enabling advertisers to adapt campaigns on the fly. This ensures more relevant content reaches consumers when it matters most — all while tracking performance and making real-time optimizations.

Real-Time Engagement for Fast-Paced Consumers

With programmatic DOOH, QSRs can reach potential customers exactly when and where they’re most likely to make a purchasing decision. The ability to deliver contextually relevant ads based on factors like location, time of day, or weather conditions makes it possible to create timely, impactful connections with consumers. For instance, Burger King used programmatic DOOH in New Zealand to drive foot traffic and incremental sales by geofencing their ads within a 2 km radius of restaurants and utilizing dayparting to serve meal-specific creative. The campaign was activated across 165 bus shelters locations and delivered over 2.7 million impressions in just two months, resulting in a 62% lift in store visits. These strategies showcase how QSR brands can optimize their messaging in real time to meet consumer needs and drive immediate action.

Tailoring Campaigns for Diverse Audiences

Given the fast-paced nature of the QSR market, it’s crucial to understand the behaviors and preferences of diverse audiences. For instance, younger consumers, especially Gen Z, often rely on mobile apps for meal orders, while older generations may still prefer walking into a store. By tailoring campaigns with these insights, QSR brands can drive more impactful results, ensuring the right message resonates with each segment of their audience.

Why DOOH is a Game Changer for QSR Brands

Unlike online ads that can be skipped or ignored, DOOH ads are displayed in highly visible locations where consumers cannot avoid them. For QSR brands, this means capturing the attention of potential customers right when they’re deciding on their next meal. With data-powered targeting and the ability to continuously refine campaign strategies, programmatic DOOH offers QSR advertisers a distinct edge in today’s crowded advertising landscape.

Programmatic DOOH is more than just another advertising platform — it’s a powerful tool that allows QSR brands to engage consumers in a meaningful, timely way. By combining data-driven insights with real-time ad placement, QSRs can ensure that their messaging reaches consumers when they’re most likely to act, driving sales and increasing brand visibility.

Ready to elevate your QSR marketing with programmatic DOOH? Let’s connect and discuss how this game-changing technology can drive your next campaign.