Burger King's UK vice-president of marketing, Renato Rossi, has hinted at the fast-food chain's ambition to invest more in personalised digital out-of-home (DOOH) campaigns in order to connect the dots between what costumers are doing online and on the streets.
"To us, [DOOH] becomes interesting when it can become fully connected to each of our individual customers,” he said.
Speaking at ad:tech London this week (29 November), the marketer hinted that in the coming year Burger King’s "dynamic" ads could be linked to feedback and complaints the brand receives on social media. He said this would allow it to target specific customers on their commute home, or at the bus stop, to offer discounts or promote new products.
Earlier this year, Burger King and its media agency Vizeum ran a series of dynamic ads across JCDecaux's London network.
Creatively executed by 360i, the posters were designed to encourage on-the-go consumers to visit their nearest Burger King during light traffic times for the brand. So, in the morning for example commuters would be served creative around the brand’s breakfast menu, while late night iterations suggested they pop in for a hot drink.
The campaign ran for a month in October in close proximity to 13 of the brand's restaurants in the capital, and marked the first time Burger King used footfall data and events in a DOOH UK campaign.
Results were measured against short-term sales uplift across each of these occasions and while the brand has been coy about revealing specifics, Rossi – who joined the brand last year from Unilever – said that by being more relevant to consumers in the moment the chain was able to drive "a significant amount of traffic into restaraunts."
"It has proven to us that the streets can be a lot more connected to our digital environment," he added.
Amid growing demands from brand marketers around viewability and how to drive consumer action, PwC has predicted that DOOH ads revenues will overtake traditional spend in 2020, growing at a rate of 15% a year for the next four years.