« Call notes on delivery | Main | Restaurants without seats »

Goodbye to traditional TV advertising

The vast majority of restaurant marketing is spent on traditional TV advertising. But this model is growing less relevant as consumers spend more time online where they are hard to reach. We believe this over-looked factor maybe contributing to the restaurant industry's soft traffic trends. 

Most consumers are unaware that when they land on a webpage, watch a video, use a mobile app or watch an Internet-connected TV, there is often an auction for ad inventory being run in about 1/10th of one second behind the scenes as the content loads.

A company called Trade Desk provides access to 4.7MM ad spots on average every second for its clients to bid on across millions of different scaled media sources—websites, shows, channels, stations and streams.

If Trade Desk's stock performance (below) is any indication, the restaurant chains may want to reconsider how they allocate their marketing dollars.

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
All HTML will be escaped. Hyperlinks will be created for URLs automatically.