Shifting Screens: Dunkin’ Donuts

Posted by WhatRunsWhere on August 25, 2014
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The morning coffee is a tradition that most people can relate to. So companies in the ‘coffee shop’ industry take this into account and are adamant to put a priority on convenience to keep their customers loyal.

Just like with most other advertisers with brick and mortar locations, geo-targeting has become an especially popular feature for coffee retailers. With geo-targeting, advertisers are able target their audience through their smartphone’s GPS and deliver relevant ads based on their location.

While mobile is certainly a vital part for reaching their audience in real-time and directing them to where they can find you, advertisers like Dunkin’ Donuts still understand the value of reaching consumers through their desktop.

Here we’ll compare Dunkin’ Donuts’ desktop ads with the ads they run for their Mobile Site to see how they maximize their ad potential on each specific medium…

Dunkin’ Donuts desktop display ads have a heavy focus on consumers downloading their app. They don’t go for the sale of the actual product, but more for brand engagement. They’re aware that a mobile app is more effective to provide information and deals. Their display ads emphasis this by featuring perks you get with their app, from rewards, to quick on-the-go payment options.

How do Dunkin’ Donuts’ mobile ads differ from their desktop ads?

On the mobile side, Dunkin’ Donuts also places heavy focus on their app – but with the difference that now it’s all about their geo-targeting capabilities. The first ad emphasizes a no hassle process – you can go anywhere, scan your app, and pay via your phone.

The second ad shows the convenience of the brand – you can always find one near you! They personalize it with the words “your Dunkin’”, pushing the idea that this will be the nearby place you will always go to for your java fix.

Making The Shift…

Dunkin’ Donuts successfully makes the shift through adopting new technology and integrating it with display and mobile. Without people knowing about and downloading their app, they wouldn’t be able to use geo-targeting to its full potential. Through these two types of advertising, they can easily push app downloads and deliver targeted, relevant, offers.

So, when you find that new technology to take advantage of, don’t abandon your previous efforts (like display and mobile) – instead combine them and use each to their full potential!

That’s it for this edition of ‘Shifting Screens’. Which company do you think has successfully made the shift? Let us know in the comments or tweet us @WhatRunsWhere.


Topics: Display Ads, Mobile Apps, Mobile Advertising, Shifting Screens


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