Gap identified:
College students in NYC (male and female, 18-26), who have little time to cook, are looking to order pizza and go to Google to search for terms such as "Best pizzas in NYC".The search results lead them to Secretny.com and Eater.com to read about "20 Places with the Absolute Best Pizza in NYC" and "New York City's 29 Most Iconic Pizzerias".
In these articles, many restaurants are available for delivery using Uber Eats. Thus, consumers complete their journey by downloading the Uber Eats app and ordering pizza.
Our recommendations:
Our platform raised three recommendations to increase brand awareness and user acquisition for this consumer segment.
1. Display Ads: Target these consumers by placing display ads on Secretny.com and Eater.com, at times and on days they are most active, to increase brand awareness and website traffic and disrupt them before they download a competitor's app (Tuesday and Thursday, 14:00-16:00 and Saturday to Monday, 17:00-23:00).
2. Behavioral Targeting via Google Audience: Create a Google Custom Audience for consumers looking for food delivery apps in NYC. Use the unique keywords and domains from their online activity to increase brand awareness and user acquisition and disrupt competitors.
3. Sponsored Content Partnership and Google Snippet: Partner with Secretny.com and Eater.com to include your brand's reviews in relevant articles to attract high intent consumers and increase website traffic.