Advertising Pizza: Smart way to use a pizza box topper
Advertising Pizza: Smart way to use a pizza box topper.
The future of OOH Advertising
As the drastic economic impact of coronavirus continues to spill, brands and agencies are forced to re-evaluate the current advertising methods they are using. Recently, the Interactive Advertising Bureau (IAB) surveyed nearly 400 media buyers and brands. The results were surprising: 74% think the coronavirus pandemic will have a larger impact on their advertising spend than the 2008 financial crisis. According to the President of Interactive Advertising Bureau, David Cohen, “Typically marketers will press pause for a moment, take a breath, assess the situation, replay and reevaluate.”
The traditional out-of-home advertising is expected to be largely impacted. The estimated ad spend declined 51% in March and April and another decline of 41% is expected in June 2020. Fewer people are outside reducing the appeal and effectiveness of billboards and DOOH. Advertising in malls, at bus stops, and bus shelter advertising are fast becoming replaced by in-home advertising. The impact of COVID-19 has kept the consumers inside their homes. Hence, the best ways to reach the audience will be to take your advertising message to them indoors.
Adzze has been re-evaluating the current tactics and adapting to a more sensitive message. The operations team has working on extending its reach to offer advertising methods that can reach the consumers at their safest place: at home. One of these tactics uses pizza boxes as advertising space. Think of this as small moving billboard that consumers receive in their homes and place on their dinner tables. Ad data demonstrated that this type of ads can lead to an 80% recall rate (8 out of 10 individuals recall seeing an ad on the pizza box) with an average ROI of 150%. This means, for every 1 dollar the advertiser invested in a pizza box advertising campaign, they received at least additional 2.5 dollars of sales. For more details, see the article Estimating the ROI of Pizza Box Marketing.
Brand awareness is crucial to the success of a business. That is why Procter & Gamble spent $2.9 billion on advertising alone in 2018. But does advertising have to be this expensive to achieve the desired levels of brand awareness? Fortunately, there exist alternatives, like advertising pizza, that is more affordable and require less hassle.
Advertising pizza boxes: How it works
Advertising on pizza boxes is one of the most straightforward yet successful marketing techniques. The advertiser places the logo of the brand that needs visibility as well as the message on pizza boxes. Then, the distribution of boxes to pre-selected pizzerias, where a specific demographic of customers buy pizza.
Customers may fetch the pizza boxes themselves are pizzerias deliver to their homes. Either way, the message is provided in the hands of the target audience. Afterward, customers spend not less than 30 minutes with the pizza boxes in view. It implies that the target audience has plenty of time to read and understand the message on the pizza box. Given the unconventional nature of the marketing tactic, there is a high likelihood of assimilation of the message.
Stay-at-Home Ads with Pizza Box Marketing
Fortunately, Adzze’s new age marketing strategies offer innovative ways to navigate the storm and help brands to take their message into the homes of the consumers. Unique advertisement ideas have surfaced across the landscape; these strategies include placing ads pizza boxes and door handles that can reach the consumers at their homes. As simple as they sound, they generate guaranteed impressions delivering the ads at consumer’s homes.
The advertisement is printed on pizza boxes (or pizza toppers) and shipped to the pizzerias that the advertiser selected. The advertising pizza venues distribute to the consumers locally or they deliver at their homes. These venues are recognized pizza chains, so the advertiser has exposure to reputable brands. The pizza box ads get delivered in the hands of the consumers at their homes reaching on average 45 min of brand exposure. Sometimes the consumer leaves the pizza in the fridge generating additional exposure. On average, each Pizza Box Advertising venue delivers 2,000 pizza box ads per month with an estimate 1.8M impressions/month.
There are few reasons why marketers would choose Pizza Box Advertising instead of other traditional media vehicles:
High Brand Recall
The pizza box ads create a surprise effect making it more memorable. Studies show that this type of ads can evoke an 80% recall rate (8 out of 10 households individuals remember to see an ad on pizza boxes)
The budget used to place a 1 billboard on a high traffic highway for 1 month can be re-allocated to distribute 60,000 pizza boxes. This is enough to cover all households of a small town in the USA.
High Return on Advertising Spend
The average ROI is 150%. This means, for every 1 dollar the advertiser invested in a pizza advertising campaign, they received at least additional 2.5 dollars of sales.
Pizza top box: leverage the ad space
Traditional advertisement, especially TV advertising, is getting obsolete. According to eMarketer, 2019 is a momentous year for digital ad spending in the US because it will surpass traditional ad spending. Notably, eMarketer forecasts digital ad spending to clock $129.34 billion by yearend 2019, representing 54.2% of the total US ad spending forecasts.
Nevertheless, a considerable number of businesses are still using traditional media for advertising. This year, TV ad spending is expected to reach approximately $70.6 billion, and the figures could grow by 0.3% by 2023, according to an outlook report by PwC. Additionally, the PwC report said that radio ad spending estimate for 2019 is about $17.9 billion. Magazine advertising estimates sits at $15.6 billion. And, newspaper spending estimates are worth $14.8 billion by the end of 2019.
Advertising on TV is costly. According to Statista, advertisers paid about $104,700 for a 30-second ad on US TV as of November 2019. Although the figures are over $20,000 cheaper compared to the figures advertisers paid in 2014, the rates are still high.
On the contrary, advertising pizza is low cost. With the same rates for one 30-second TV commercial, a business can produce close 350,000 pizza boxes. These can be sent to about 200 locations where each customer will have at least 30 minutes of peaceful time with the message.
It makes a lot of sense to use pizza boxes for advertisement, knowing that many TV viewers are paying to have ad-free TV programming. Also, using pizza boxes guarantees higher conversion rates compared to TV.