The QSR media mix’s future was pulled forward by three years in April 2020. This was a necessary change and one that has helped the strong survive and grow. In this session, Senior Director of Sales for Simpli.fi, Casey Squier will review foot traffic trends, both nationally and locally, and the shift in ad spend across mobile, display, video, and CTV. He will also discuss a case study with a national QSR who did it right and is thriving in a post-Covid world.

1. The QSR Media Dispersion
Pre, Mid & Post Pandemic – By the
Numbers
May 26th, 2021

2. 30K+
Active Advertisers
400+
Employees
Omni-Channel Media Buying Platform & Service Organization
1000+
Agency Clients
Precise Audience
Targeting
Transparent Detailed Reporting Superior Service Team
Mobile Video Connected TV Display Facebook/Instagram
130K+
Active Campaigns
8K+
Monthly CTV
Campaigns
146%
CTV Spend Growth

3. Deep Dive into the Quick Serve Restaurant Space
Sandwich Chains
Mexican Food
Burgers
Pizza and more
Local QSR Locations
Creative Message
Seasonal Updates
Goal Adjustments
4,100 Advertisers
38,800 Campaigns

4. Any Given Month QSR can Range from 7% to 16% of Platform Spend
Platform-Wide Vertical Spending
QSR Vertical Spend VS. All Other Verticals
15% 13% 9%
10% 7% 14% 13% 13%
14% 12% 16% 14% 14% 14% 15% 11% 10%

5. Dispersion
the action or process of distributing
things or people over a wide area

6. Programmatic Advertising in the QSR Space was Simple
Related
Location
Ad Served Conversion
Zone

7. COVID-19
Coronavirus Disease
2019

8. What Does An Industry Do When Foot Traffic Drops?

9. Foot Traffic Changes Based on Location

10. QSR Media Mix Ad Spend– February 2020
79.66%
15.91%
4.42%
Display Video CTV
Display Video CTV

11. 69.65%
12.57%
17.77%
Display Video CTV
QSR Media Mix – September 2020
Display Video CTV

12. 71.41%
14.00%
14.58%
Display Video CTV
QSR Media Mix –April 2021
Display Video CTV

13. vs Post Covid-19 (Localized)
Pre Covid-19 (National)
CTV Testing Budgets NOW 30% of Budgets across CTV & Video
Video if Assets Available NOW Video is crucial to success
National Foot Traffic Benchmark NOW Local Foot Traffic/Online Ordering Benchmarks
National/Regional Flight Dates NOW Many Localized Flight Dates

14. At the beginning of the COVID-19 pandemic, the
franchise group wanted to promote takeout orders and
their new delivery service.
Additionally, as consumers increased their video
streaming time, the brand wanted to reach their target
audience with engaging video ads served on OTT/CTV
devices.
Advertiser Overview:
• Sandwich restaurant franchise with more
than 100 locations nationwide
Agency Overview:
• Independent agency specializing in QSR,
casual dining, and other franchises
• Leverages Simpli.fi’s hyper-localized
targeting solutions for dozens of brands
QSR Drives Local Orders During Pandemic with OTT/CTV Advertising
CASE STUDY

15. Activating Localized Campaigns
On behalf of the 65 test franchise locations, the team leveraged
Simpli.fi’s Geo-Fencing with Conversion Zones tactic to target a relevant
local audience and track conversions.
Both Online Conversions (orders) & Offline Conversions (pick up).
The team built custom-shaped target fences around nearby locations,
such as competitor stores and neighborhoods.
Simpli.fi’s cross device matching allowed the advertiser to serve those
same users OTT/CTV ads on their large-screen devices.
To complement the Geo-Fencing tactics, the agency also used Search
Retargeting to reach people who indicated interest in local food options
based on their online behavior.
QSR Drives Local Orders During Pandemic with OTT/CTV Advertising
CASE STUDY
Geo-Fencing
Search Retargeting

16. QSR Drives Local Orders During Pandemic with OTT/CTV Advertising
CASE STUDY
Display,
43.26%
Video,
56.71%
CTV,
0.02%
Display,
4.69%
Video,
32.63%
CTV,
62.68%
Display,
2.02%
Video,
25.16%
CTV,
72.82%
Mid Pandemic
Pre Pandemic Post Pandemic
Results:
• Beat YoY Comps by Double Digits • This New Media Plan was rolled out Nationwide
Pandemic Media Mixes

17. Casey Squier
Sr. Director Sales | casey@simpli.fi | 323.350.6150
Thank You