NY Interconnect: Dishing Up Choice Audiences for Food Delivery Services

That39s according to New York Interconnect NYI Advertising Account Executive Phillip Lefevre He estimates that the marketplace will earn 64 billion in sales this year in the US 12 more than in 2021 quotAnd sales are expected to rise significantly over the next few yearsquot he addsLefevre notes that there are two separate universes of delivery firms those that whisk prepared meals to homes and those that provide subscribers with kits for easy meal preparationThe first group includes delivery services tied to local restaurants as well as national fastfood and casualdining establishments Leading players include Grubhub DoorDash and Uber Eats The second group is made up of top performers like Blue Apron HelloFresh Home Chef and Sunbasket Other mealkit outlets feature a specific cuisine or in the case of Nutrisystem help consumers lose pounds with certain foodsLefevre contends that even more companies are likely to enter the delivery business in the next few years and they39ll turn to TV advertising to promote their value propositions quotIt39s highlighting or building upon what39s unique or valuable about your product or service and demonstrating what will help you stand out from the restquot he saysThe trick is to develop commercials that emphasize the best qualities of the delivery process convenience access to favorite local eateries quick ordering and easy food prep In a sense those general points have already been made over the last couple of years It39s just a matter of refining the messages and adding more awareness quotDuring the pandemic at least for a while these services may have been the only connection consumers had to the outside worldquot explains Lefevre quotHaving access to basic needs in a quick and safe way provided a sense of comfortquotIn New York the nation39s largest designated market area DMA NYI estimates that 45 million households have used at least one delivery service over the last 30 days Eighty percent of adults over age 18 use a food delivery service and watch advertisersupported videoondemand services quotThe audience in this market is techsavvy educated and demandingquot he notesThe more holistic and multifaceted their campaigns are the more likely delivery services will aim for that sophisticated TVaudience base Landing significant business requires careful planning on the part of sellers Lefevre maintains When proposing a campaign sales teams must come to the table with as much first second and thirdparty data as possible The commercials need to be directed at specific audience segments based on settop box data captured in real time quotThat helps to reach target audiences on every screen and every touchpoint along the consumer buying cyclequot he saysNew York Interconnect offers a multiscreen datadriven platform that maximizes ad spend for their advertisers quotNYI39s Audience One platform crunches information on seven million TV households and provides exclusive insight into 22 million consumers in its service areaquot Lefevre continues quotThe access to this data is available to target audiences on any screen or platform at any time You can reach them whenever and wherever they39re watching This is a media solutions gamechanger for advertisersquotAs delivery commercials proliferate on TV he expects that a growing number of the messages will help build consumers39 relationships with individual local restaurants andor national chains Platforms like NYI quotgive advertisers a seat at the table where you39re able to connect with different audiences and deliver the right message to each qualified customerquot he concludesClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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NY Interconnect: Dishing Up Choice Audiences for Food Delivery Services

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Simon Applebaum

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