Fast-food chain Burger King is analysing how outdoor ads that change dynamically to achieve the biggest sales impact have affected foot traffic at its London restaurants. Burger King used Wi-Fi engagement data in its stores to track customer numbers at particular times, and found dynamic ads promoting breakfast and midmorning products delivered increased visitor numbers during those periods. The company also analysed a number of other factors including weather conditions and time of day for different types of adverts, such as TV adverts or radio ads.
Fast-food chain Burger King is analysing how outdoor ads that change dynamically to achieve the biggest sales impact have affected foot traffic at its London restaurants. Burger King used Wi-Fi engagement data in its stores to track customer numbers at particular times, and found dynamic ads promoting breakfast and midmorning products delivered increased visitor numbers during those periods. Speaking at Ad:tech London, vice-president of marketing Renato Rossi admitted the relationship between foot traffic data and restaurant sales wasn't yet clear, but said Burger King would be developing the test next year.