Dive Brief:

• Taco Bell is actively using mobile data targeting in its marketing campaign for its new breakfast menu.
• The fast food chain is working with Aki Technologies to target ads based on specific-user behaviors, according to Adweek.
• Adweek also reported that in order to target specific consumer groups the food brand is running mobile ads on xAd and Google-owned navigation app Waze.

Dive Insight:

Dave Marsey, evp and managing director of DigitasLBi San Francisco, the agency that handled the campaign's media buying, told Adweek, "We've started to bring in what we call the moments that matter and adding a mindset layer to what we're doing. We're weaving into morning behaviors around utility."

The morning behaviors are tied to the Aki Technologies strategy where data on what apps mobile users open first in the morning is used to target ads to those users. It’s also using mobile poll app Wishbone to have users choose images they like best; for example, Taco Bell has been having users select between its breakfast items and other basic food items.

Mobile is a key marketing channel with mobile traffic growing exponentially -- 400-million-fold -- over the last fifteen years, according to a recent Cisco report. And Taco Bell is a brand very well suited to take advantage of mobile marketing.

Noah Jessop, head of data for Liquid PCH, recently told Marketing Dive that except for situations where businesses are selling high-value products, "where the shopper requires a large amount of information and coaxing before making their purchase," mobile fits into virtually all marketing strategies right now.