When it comes to digital advertising, Subway isn’t loafing around. The restaurant just teamed up with video publisher Tastemade to help make and market new sandwiches using insights gathered from search data and over three billion monthly views.
Most restaurant brands eschew programmatic display advertising in favor of direct ad buys, with 56% of tracked brands serving a majority of impressions directly, according to Gartner L2’s Digital IQ Index: Restaurants. YUM! brand Taco Bell is one brand that’s willing to pay a little extra to serve impressions through direct buys on sites that are relevant to its consumers, such as XBox and other gaming sites. While these sites keep quintessential Taco Bell lovers occupied for hours (stopping only to order a tasty taco, of course), Tastemade stocks foodies up with video after video of quick and easy meal options. By pairing up with the latter, Subway could cater to more customers on the hunt for a simple lunch.
Subway already knows its way around video, earning the third-most Facebook views (73 million) out of all brands during Gartner L2’s study period with its short-form commercials. Though the sandwich maker currently stacks up well against competitors, scoring a Gifted spot in Gartner L2’s ranking, its partnership with Tastemade might be what it takes to get ahead of shaky peers like Chipotle and Papa Johns.