McDonald's Saver Menu

"We knew we needed to capitalise on audience data and technological advances to increase our on-target audience delivery in the moments that matter. We felt that the places people visit regularly and recently, could tell us more about their habits and behaviours than demographics alone and that if we could understand people's location behaviours, we could better predict how to reach them in the future."

"Our strategy was to capitalise on combining clearly defined sweet spot audiences with OOH's core strength of delivering large scale reach. Mobile data and intelligence to identify regular QSR visitors and analyse their everyday journeys, and then buy OOH ads they were most likely to see would be key."

"Using Talon's out-of-home data management platform, Ada, we were able to plan and measure in a way that wasn't previously possible. Ada manages and activates audience and location data from multiple sources - including mobile location histories, Points of Interest (POIs) and 100% of UK OOH inventory."

McDonald's faced declining incremental visits due to increased fast delivery competition and reduced high street footfall. Traditional mass demographic marketing showed diminishing returns, threatening out-of-home advertising spend effectiveness. The solution involved leveraging mobile location data and behavioral insights to identify regular quick service restaurant visitors and their travel patterns. By combining audience data with out-of-home advertising's scale reach capabilities, McDonald's could target ads at moments and locations where potential customers were most likely to see them. Using Talon's Ada platform, the company managed multiple data sources including mobile location histories and points of interest across UK out-of-home inventory to deliver more precise, behavior-based targeting rather than relying solely on demographic segmentation.

Read at Thedrum