AUSTIN, Texas, April 24, 2024 /PRNewswire/ -- Digital Turbine,
in collaboration with Qrious Insight, released a groundbreaking
report series on social media advertising performance in light of
the rising tide of mobile game playing. The first in the
"Game"-Changing shift series focuses on QSR brands and urges
advertisers to look at their media mix to determine if they can
better reach audiences that spend more time in media channels they
aren't currently buying. The report concludes that if QSR brands
had reached the Mobile Gaming-First segment as effectively as
social audiences, they would have boosted reach by 18%.
Report: 38% of Consumers spend more time on
mobile games than social media and YouTube.
The reports' unique insights draw from consumer behavioral data
passively collected from over twenty thousand consumers during
2023. Through their opted-in consumer panel, Qrious Insight, the
research partner for the study, tracked overall mobile use, social
and YouTube app usage, website usage, restaurant visits, and
detailed info on QSR advertising exposure within Social Media and
YouTube. Detailed behavioral data of leading QSR brands, including
McDonald's, Starbucks, Chick-fil-A, Taco Bell, Dunkin Donuts, and
Burger King, were also analyzed.
By segmenting consumers based on their actual media channel
consumption – primarily whether they used mobile games or
social/YouTube more dominantly – and then analyzing social media
and YouTube ad exposures, the report indicated a paradigm shift in
advertising strategies. Key findings included:
- QSR Brands Are Not Reaching The Mobile Gaming-First
Segment
- The "Mobile Gaming-First" segment spent 2.5x times more time
playing games than on social media. This created an inequity in ad
exposures across the two segments. For every ad that a "Mobile
Gaming-First" was exposed to, the "Social/YouTube-First" audience
was exposed to 2.6 ads. Social/YouTube ad campaigns also reached
only 47% of the "Mobile Gaming-First" audience, compared to 77% of
the "Social/YouTube-First" audience. The net result is that If the
reach of Social/YouTube campaigns within the "Mobile Gaming-First"
QSR segment had been in line with their reach within the
"Social/YouTube-First" QSR segment, overall reach across the
entire QSR audience would have increased by 18%.
- All Leading QSR Brands Found to Under-deliver
- Even leading brands with large marketing resources and budgets
could not reach the "Mobile Gaming-First" audience as efficiently
as the "Social/YouTube-First" segment. Chick-fil-A was the
most efficient, but they still exposed only one ad to the "Mobile
Gaming-First" audience for every 1.3 ads the "Social/YouTube-First"
audience was exposed to.
- The Mobile Gaming-First Segment is Massive
- Mobile gaming has emerged as a formidable media contender,
being the most-used mobile channel for approximately 4 in 10
QSR brands' customers.
Andrew Moffatt, CEO of Qrious
Insight, stated: "Media measurement for advertising must go beyond
simply understanding how many people use different platforms and
dig deeper into what they are doing and why. This report dissects
how different types of media engagement can deeply impact the
effective reach of your advertising. While you might think you are
reaching a large audience, you are only effectively reaching a
fraction of that. This true and impactful insight cannot be gained
by survey recall but must be uncovered using passively tracked
behavioral data. "
Commenting on the report, Jon
Hudson, VP of Global Sales at Digital Turbine, remarked:
"Brand advertisers have blind spots in their media mix that they
can evolve by better understanding consumers' actual mobile
behaviors. When brands aren't advertising in the dominant media
channel of a major segment of their customers, the campaign's
overall impact is sub-optimized. Brands must adapt by embracing
mobile gaming as a pivotal component of their media mix."
The report emphasizes the importance of dynamic and
comprehensive advertising strategies as consumer habits evolve.
Digital Turbine and Qrious Insight remain at the forefront,
empowering brands to navigate the ever-changing digital landscape
with precision and innovation.
Find out more and access the full report
here.
About Digital Turbine:
Digital Turbine is an in-app mobile video advertising platform
and trusted mobile partner to the world's top global brands.
Through its acquisition of AdColony – a recognized leader in mobile
video advertising – and its partnerships with the world's largest
mobile operators and OEMs, DT packages unique telecom data into
smarter mobile audiences available directly through DTX
Exchange.
About Qrious Insight:
Qrious Insight specializes in passively collecting first-party,
consumer behavioral data to provide advertisers, marketers, and
market researchers micro-level visibility into consumer actions,
preferences, and trends. This is made possible by continuously
tracking over 100,000 opted-in US consumers, giving businesses a
360-degree view of their audience's digital and physical behavior.
The data is not survey data, it's not recall data, but rather
passively observed digital behaviors.
Contact:
Digital Turbine: daniel.gal@digitalturbine.com
Qrious Insight: andrew.moffatt@qriousinsight.com
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SOURCE Digital Turbine, Inc.