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Brand of the Week: Yum! Brands

June 17 2017 by Jordan Kramer
In the last twelve months, Yum! Brands has spent over $36M on digital advertising across desktop, mobile, and desktop video. The largest piece of their digital ad budget - over 64% - has gone to desktop/display placements. Over the last thirty days, the parent company of Taco Bell, KFC, and Pizza Hut has dished out over $1.2M on desktop advertising alone, accounting for 66% of their digital budget.
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Desktop/display advertising is clearly a priority for the brand, and for most Quick Service Restaurant (QSR) brands. According to TubeMogul, 62% of QSR companies serve ads exclusively on desktop, while 36% of QSR brands use both desktop and mobile. Uncover Yum! Brands’ entire desktop advertising strategy with our new Brand of the Week report here, and read on for highlights from the last thirty days.

Yum! Was Also Watching the NBA Finals

Arguably one of the top American sporting events, the NBA Finals this year featured the return of the Cleveland Cavaliers vs. the Golden State Warriors, and creatives for Taco Bell? Yum! Brands invested heavily into the sports scene over the last thirty days as the finals heated up, promoting the Doritos Locos Taco at Taco Bell and Pizza Hut deals. The parent company is also an official NBA sponsor so it’s not surprising that the brand spent nearly 35% of their display budget over the last month between ESPN.com and NBA.com. 
For Taco Bell, the NBA campaign was the largest for the QSR brand who only received 6% of the display budget across Yum! Brands portfolio companies. KFC received the majority of the parent company’s display budget, consuming over half, followed by Pizza Hut with 36% share.
While Yum! Brands typically does not advertise more than one brand per site, both KFC and Pizza Hut creatives have been detected on Wikia, CBSLocal, Break.com, and Wikia subpages. Taco Bell is the only brand within their collection that does not have site overlap with its sister companies.
To see even more insights, including how Yum! Brands is buying display partners and how many adtech partner they are using, sign up for our free Brand of the Week report below.
Download The Brand of the Week Report

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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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