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Monday
Sep252017

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.

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