McDonald's taps app data to OOH effect

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McDonald’s, the global QSR, has used its popular Monopoly app, based on the board game, to optimise its digital advertising and drive footfall in Australian stores.

As a finalist at last week’s I-COM Data Creativity Awards in Malaga, Peter Falcone, director of analytics at Flashtalking, outlined how the ad server company had addressed the challenges put to it by the fast food chain.

The first was to auto-optimise ad buys based on usage of the Monopoly app; the second was to join up the audiences in the data management platform with the broader ad infrastructure and “power the digital out of home” in the vicinity of McDonald’s stores.

The campaign used a variety of data signals to feed into the system.

The first, explained Falcone, was real-time audience segments. “These were from [mobile app and attribution analytics platform] Kochava in terms of app usage, what actions users were performing and what creative they were being exposed to before doing those actions.”

In addition, the campaign added data from McDonald’s full stack: its own data management platform, Salesforce infrastructure, and The Trade Desk, a demand-side platform.

Flashtalking applied a proprietary decisioning tool to this information to choose which creative to show.

The best-performing creative from the digital campaign was then also run on billboards near McDonald’s restaurants.

“To do this, we worked with a number of OOH providers,” Falcone explained, the main ones being oOh! Media and Westfield. This was to ensure “there were certain restaurants that were having creative personalised next to them".

This contributed to what he said was the most important result of the campaign, more than the increase in app downloads and gameplays: the 3.33% uplift in sales for restaurants with dynamic and personalised creative billboards compared to those with still formats.

Orignally published by WARC by Ascential