QSR Brand Drives Audience Scale with Dynata’s Syndicated Audiences
Efficient Audience Scale Across Highly Targeted DMAs, powered by Dynata’s first-party, survey-based audience data
Challenge
A leading Quick Service Restaurant (QSR) brand needed to reach consumers across highly targeted Designated Market Areas (DMAs) as part of its seasonal marketing initiatives. The brand’s media strategy required precision audience targeting while maintaining sufficient scale to maximize reach within a limited geographic footprint.
For the agency managing the campaign, audience scale was a critical consideration. Traditional third-party audience solutions often struggled to deliver the reach needed across the brand’s targeted markets, creating challenges in balancing targeting precision with campaign delivery objectives.
Solution
The agency partnered with Dynata to activate custom audience segments built from Dynata’s first-party, opt-in survey data. Through multiple seasonal campaigns, Dynata developed and delivered highly relevant audience segments aligned to the brand’s promotional priorities, including consumers with demonstrated interests in specific food preferences, seasonal shopping behaviors, family-oriented purchasing habits, travel intent, and restaurant visitation patterns.
Because Dynata audiences are built from data directly provided by real consumers, the agency was able to access precise audience definitions while maintaining the scale required for activation through The Trade Desk. Dynata’s audience activation capabilities enabled custom audience creation, audience consolidation using tailored logic, and seamless deployment into the agency’s existing programmatic workflow.
By combining deep consumer insights with activation-ready audiences, Dynata helped the agency efficiently reach consumers most aligned with the brand’s seasonal messaging while supporting campaign delivery across highly targeted DMAs.
Impact
Dynata audiences consistently delivered the scale required to support the brand’s geographically focused targeting strategy.
According to the agency partner:
“Dynata [has been] very efficient in driving scale against our audience where similar audience partners have been. Due to the brand being very DMA focused, audience scale has been a top priority in order to reach as many potential consumers as possible within our DMA footprint.”
The success of the program demonstrated that first-party, survey-based audiences can provide both precision and reach, helping brands connect with the right consumers without sacrificing scale. For campaigns where audience availability and market-level reach are critical to success, Dynata’s audiences delivered an effective solution that enabled the agency to confidently execute seasonal targeting strategies throughout the year.
