How Breakfast-Buying Insights Made a New Business for This Mobile Ad Firm

By kkaye@adage.com (Kate Kaye)


During coffee, bacon, egg and cheese hours from 6 a.m. to 10 a.m. last year, visits to Subway and Dunkin’ Donuts rose from the first quarter to the second while visits declined at Starbucks and McDonald’s.

That’s based on changes in foot traffic teased from the pool of location data at mobile ad firm xAd , and represent the sort of insights that the firm and others in the location business are finding increasingly valuable.

According to the company, Subway’s share of foot traffic among the quick-serve restaurants measured rose to 14% from 12%. Such foot-traffic share rose slightly to 21% from 20% at Dunkin’ Donuts, fell to 17% from 19% at Starbucks and declined to 48% from 50% at McDonald’s.

During coffee, bacon, egg and cheese hours from 6 a.m. to 10 a.m. last year, visits to Subway and Dunkin’ Donuts rose from the first quarter to the second while visits declined at Starbucks and McDonald’s.

That’s based on changes in foot traffic teased from the pool of location data at mobile ad firm xAd , and represent the sort of insights that the firm and others in the location business are finding increasingly valuable.

According to the company, Subway’s share of foot traffic among the quick-serve restaurants measured rose to 14% from 12%. Such foot-traffic share rose slightly to 21% from 20% at Dunkin’ Donuts, fell to 17% from 19% at Starbucks and declined to 48% from 50% at McDonald’s.

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Source:: Advertising Age Digital

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