McDonald’s served more than 295 million display ad views (34% share) in March, reaching 52 million Internet users an average of 5.7 times during the month, according to comScore Ad Metrix.
Quizno’s ranked second delivering 98 million display ads in March, accounting for 11 percent of market share, followed by KFC with 84 million (9.6%), and Papa John’s with 82 million (9.3%).
comScore also looked at the share of visits to the Web sites of the top 10 restaurants that used display ad campaigns to see if there is any relationship with their market share. There is little relation between the two metrics, since site traffic is influenced by televised promotions and online ordering functionality at a few companies.
PizzaHut.com, whose online advertisements promote online ordering for delivery has a disproportionately high share of site traffic (23.3%) compared to its share of online advertising voice (6.8%).
"It’s clear that that the quick-serve restaurant industry has been slower than many other industries to move its advertising dollars online," said comScore Chairman Gian Fulgoni. "But, given the Internet’s broad reach and ability to selectively reach consumer segments, its potential as a brand-building advertising medium is beginning to attract more attention."