- McDonald’s earned 6.4 million mobile impressions by tying together out-of-home (OOH) billboards and in-app advertising on Waze, according to example details distributed to Mobile Marketer. The fast-food chain would be the world’s largest spender on OOH media and worked alongside its outdoor agency Outdoor Media Group over the push.
- The campaign leveraged much more than 300 billboards furnished with geofencing technology while in the California industry to serve Waze users in close radius an in-app ad format called Zero Speed Takeover. The full-screen ads were served whenever a user’s car stumbled on a full stop for many seconds.
- Messages shown during the ads reflected those found on the billboards, touting McDonald’s menu promotions, much like the limited return within the McRib, and carrying a call-to-action to “Drive There,” wherein Waze navigation guided customers to nearby restaurants. The campaign contributed to above 8,400 navigations – meaning an end user decided to activate the call-to-action -?and reached 1.9 million unique consumers across an eight-week run in October and November recently.
McDonald’s work together with Waze shows the restaurant marketer is continuing to check out measurable results by being focused on mobile-first marketing. A stronger way of the channel has previously manifested inside chain’s growing mobile ordering and delivery business with partners like UberEats, nonetheless the latest research study illustrates what sort of pivot is translating to advertising as well. McDonald’s has long been ramping up a push to innovate, including by overhauling in-store technology and its own app offering, amid sales declines a lot as well as a battle to interact with younger consumers who favor fresher, healthier eating alternatives. ?
Competitors inside fast-food category, like chief rival Mcdonalds, have also recently used location-based tactics in order to encourage app downloads and in-store visits. But McDonald’s brought are just looking for OOH component on the mix to higher engage on-the-go consumers. The emblem wasn’t seeking to target a specialized audience or day part – say, commuters -?according to Waze’s OOH Business Lead Todd Palatnek, however rather have a “toe dip”?into your digital OOH waters.
“We’re really creating new benchmarks right now,”?Palatnek said from a phone interview. “These are campaigns that have never really been done before on the Waze view – we’re learning while we go.
“We been able to offer a great number of insights for [McDonald’s] that they will not have access to been in prior times from an out-of-home standpoint, such as performance by creative,” he added.
Those performance metrics are not only linked to particular meal promotions but also provided apple iphone 4 behaviors of certain demographics. Waze comes with a Spanish-language version of its app, such as, which gave McDonald’s more specific data on what consumers who speak the language cleared up the creative, per Palatnek.
McDonald’s will work with Waze in California through 2019 following fall pilot and it’s expanding the partnership in order to 5 additional markets: Las Vegas, Arizona, Tampa, Orlando and Houston. What is this great shows how Waze wants to produce out its mobile advertising business – you’ll find it recently partnered with WPP to develop smarter in-car ads -? and exploit a burgeoning sell for services that bridge digital and outdoor media.
Waze first established its OOH unit seven months ago and specifically brought Palatnek on lead the practice, using the McDonald’s campaign being the primary big brand experiment. Ad formats like Zero Speed Takeover were available to brands advertising on the platform before, yet are evolving to better tie together messages across channels.
“What’s new is usually that we were radius-targeting around not only for store location, but additionally encompassing the billboards within the exact same thing,”?Palatnek said.
Waze is looking to stay to iterate on its digital OOH business because tactic will continue to trend upward. The overall OOH market climbed 4.6% in 2009, according to Magna data, marking it as being the one traditional media channel to enjoy growth, which may be related to an uptick in digital investments and integrations. In spite of the historically static nature of OOH formats like billboards, the channel is accommodating more personalized campaigns as location-based technology gets smarter.
“As we grow with [Outdoor Media Group] and McDonald’s together with other agencies, we’ll optimize to make tweaks where needed,”?Palatnek said. “Every campaign differs from the others in accordance with who the brand is and just what the goals are of the campaign – the approach is definitely quite different.”?