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Engage Hungry, On-The-Go Customers...at Gas Stations?

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What does fueling up and fast food have in common? Turns out QSRs are the No. 1 destination for consumers after purchasing a tank of gas. Brands know it’s increasingly difficult to find moments when attention is truly focused, especially the moments deciding where to dine. Reaching 1 in 3 US adults, GSTV is premium video at scale engaging a captive audience in the purchase mindset at gas stations across the US, and is a powerful complement to digital video strategies. Hear more about how we help QSR brands to drive awareness, foot traffic, and conversions among hungry, on-the-go consumers.

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Engage Hungry, On-The-Go Customers...at Gas Stations?

  1. 1. , 1
  2. 2. EVP, MARKETING & CMO MARK YOUNG Engage Hungry On-The-Go Consumers… at the Gas Station? , 2
  3. 3. 3 Reach Hungry Consumers in the Moment Right Before They Decide Where to Eat, QSR/CDR is the #1 Post Fuel Up Destination
  4. 4. 4 +2.7x More Transactions at QSR Within 3 Hours of Fueling (vs. consumers not fueling in same time period) +67% Source: Mastercard Advisors, analysis of fuel customer spend within first 3 hours after fueling vs. non-fuel consumers, full year 2017. of post-fueling spend at QSR occurs within 1 hour of fuel purchase
  5. 5. 5 Source: Mastercard Advisors, analysis of fuel customers vs. non-fuel customers, full year 2017. Data represents behavior in the 0-1 hour following a gas transaction made between 6am-9pm. BREAKFAST 6-11am Transact +4.5x more Spend +5.0x more $9.36 avg. spend Fuel Customers Eat Their Next Meal at QSR Within the first hour after purchasing fuel, consumers are more likely to go to QSR than non-fuel Customers, with peak activity at mealtimes: DINNER 5-9pm Transact +3.7x more Spend +3.7x more $13.23 avg. spend LUNCH 11am-3pm Transact +3.3x more Spend +3.6x more $11.76 avg. spend Fuel & food purchased Fuel & food purchased Fuel & food purchased
  6. 6. 6 Source: Mastercard Advisors, analysis of fuel customers vs. non-fuel customers, full year 2017. Data represents behavior in the 0-1 hour following a gas transaction made between 6am-9pm. % Of Total Spend At Qsr Within 1 Hour After Fuel Purchase HOUR OF FUEL PURCHASE & SUBSEQUENT QSR PURCHASE Fuel Customers Eat Their Next Meal at QSR, Cont’d Breakfast Lunch Dinner
  7. 7. 7 Leverage GSTV to Engage, Activate, and Measure 87% of top QSR’s are within 10 miles National Scale Source: GSTV Internal Data; Aggdata Double digit increases in QSR visitation Proven Results A data-rich environment with targeting and optimization Target Audience
  8. 8. +599K Incremental Visits $10.50 ROAS 9.3x More Effective Than Placed CPIV norms GSTV Drove Incremental Store Visits CASE STUDY [Q4 2019] “Behavioral Lift” analysis from Placed quantifies incrementality 8 Advertiser: Leading National QSR Study Type: Placed foot traffic attribution Objective: Drive incremental store visits Results: The GSTV campaign drove +10.5% lift in visitation among the campaign-exposed audience vs. a matched control (behavioral lift), yielding +599k incremental restaurant visits and out-performing Placed cost per incremental visit (CPIV) benchmarks by 9.3x. Post-exposure Visitation Window: 4 Days. Results are statistically significant at the 99% CL Unexposed (Matched Control) 20.6% GSTV Exposed 22.8% +10.5% LIFTStat sig at 99% CL
  9. 9. 9 Everything They Want to Know On-The-Go
  10. 10. 10 MoonPie Wins Super Bowl With GSTV 4.2M 2.5M 160K Social Impressions Earned Media Impressions Video Views
  11. 11. 11 Consumers, Fans, and Brands Engage…in 12 Hours! “Millions of consumers stop by gas station convenience stores on their way to parties or to stock up for their own gatherings. So, not only did we finally make a TV spot for MoonPie, but we did it while making sure we were in the right place at the right time with a spot worthy of advertising’s biggest day.” Dooley Tombras, President, Tombras
  12. 12. You’re In Good Company
  13. 13. 13 Mark Young Mark.Young@gstv.com Thank You.

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