McDonald’s uses Location Intelligence to digitally re-target commuters who see its ads along Singapore’s extensive commute lines, with promotional offers via mobile ads.
Out-of-home (OOH) advertising is traditional (that is, non-digital and non-programmatic) outdoor advertising. Also known as out-of-home media or outdoor media, OOH advertising is about messaging to consumers when they are in public places, commuting to work, waiting (for example, in elevators), and in specific commercial locations.
Traditional offline advertisers have had to adapt to an increasingly digital world. Typical OOH formats, such as billboards, ads on bus shelters, subways, etc., have now become digitally-enabled. Digital out-of-home (DOOH) is basically OOH powered up with AdTech – geofencing, tracking, retargeting, personalizing, attribution and measurement. With the use of data intelligence, marketers can now ensure ads reach a wider audience and also re-target those who see these ads via mobiles.
Digitally-enabling OOH ad campaigns
McDonald’s Singapore partnered with Stellar Ace (previously SMRT media), Singapore’s largest digital and out-of-home media company, for its OOH campaign along Singapore’s extensive commute lines.
McDonald’s ads are placed strategically at locations close to their restaurants to imprint awareness and impulse visitations to contribute to their footfalls.
In order to add a digital advantage to the OOH space, Stellar Ace partnered with Near, a data intelligence company with the largest source of intelligence on people and places, to further re-target commuters on mobiles.
This partnership brings traditional OOH ad campaigns to a whole new level by taking advantage of a connected ecosystem covering commute-street-shop-mobile networks. This would mean the accurate tracking of hundreds of digital screens across train stations, bus stations, etc.
The goals of the digital OOH are to boost in-store footfall and engagement, as well as increase awareness for McDonald’s new categories of products.
Re-targeting commuters with mobile ads
Near powered Stellar Ace’s AdTech platform called Ace Biota, which enables smarter ad buying for offline assets with sharper consumer data analytics for pre-campaign planning. Through this, Stellar Ace was able to track commuters who viewed their offline ads using device IDs and re-target them on mobile devices. This means, the consumer who sees an offline ad for McDonald’s is re-targeted with a promotional offer on his/her mobile.
If the consumer visits a store after seeing the digital ad, then the visit gets attributed to the out-of-home promotion the consumer first saw at the train station, and McDonald’s gets a more accurate estimation of return on ad spend.
Measuring campaign efficacy
To accurately measure the efficacy of the campaign, Near created a lookalike audience of the exposed audience from its exhaustive database using common demographics and attributes between both audiences. Then, Near calculated the Attribution Lift from the ratio of footfall rates between the two groups to arrive at the Attribution Lift Index.
As a result, McDonald’s is able to accurately measure and attribute the success of its OOH campaign.
Enhancing brand recall
With the aim to reach audiences, increase traffic, and enhance overall footfall, the collaboration brought together the strengths of Stellar Ace’s OOH media assets paired with Near’s mobile re-targeting technology; McDonald’s was able to reach audiences in Singapore at different touchpoints.
By utilizing an end-to-end media solution – from OOH assets as exposure, to amplified messages via mobile advertising through geo-targeting, McDonald’s enhanced the brand recall of its OOH advertisement as the audience had already been exposed to the ad before seeing it on their mobile screens.
| Digitally-enabled OOH campaign allows McDonald’s to:
· Reach a wider audience (audience extension) · Re-target prospective audience via mobile advertisements · Attribute and measure footfalls driven by out-of-home promotions · Make a better estimation of return on out-of-home spends |
View original case study: Near | Stellar Ace
