Our ad units beat client benchmarks across clickthrough rate, video completion rate, and viewability. This resulted in more store visits, with 50% of these visits taking place within one week of seeing a McDonalds ad on one of Next Millennium’s publishing partners.
Background
McDonalds partnered with Next Millennium to help strengthen campaigns for their brand, which has existed for almost 70 years and is known by many millions in 100+ countries.
The collaboration aimed to increase brand awareness and drive store traffic in select regions of Washington and Maryland. The campaign was customdesigned to cater to the unique needs of each region and targeted specific KPIs and audience metrics for maximum impact.
Objective
We were confident that we could elevate McDonald's campaigns through four key aims:
- Ignite brand awareness through targeted messaging and media strategies
- Drive foot traffic to McDonalds’ stores in select regions of Washington and Maryland
- Reach specific audience segments with tailored campaigns
- Achieve maximum impact and ROI for the QSR
Our strategy
Our team took a multi-pronged approach, utilizing the power of Next Tack+, Next PopTop, and Next Of- Skin+ ad units to reach audiences across desktop and mobile devices.
By leveraging our first-party contextual data and user consented data, we precisely targeted "Value Shoppers" and those with a strong interest in QSRs.
Additionally, our partnership with Quorum allowed for precise tracking of campaign performance and store traffic, ensuring 100% GEO Compliance.
Our team aimed for consistent pacing, with full monthly delivery in each DMA, resulting in a seamless and impactful campaign experience.
Unique Creative Execution
Next Tack+, Next PopTop, Next Of-Skin+ ad units
First-Party User Consented Data
+ Third party precise location data
Exclusive Premium Inventory
Not available via Open Exchange
Targeted Regions
We targeted:
- Washington: Yakima, Spokane, Seattle
- Maryland: Washington, Salisbury, Baltimore
The Creative
The creative team at Next Millennium leveraged their expertise to deliver a visually impactful brandscape that seamlessly adapted to various devices.
The campaigns were designed to capture the viewer's attention and drive engagement, with a focus on delivering a memorable user experience
The creative was thoughtfully crafted to be attentiongrabbing and to drive clicks to the website.
The Audience
McDonald's campaign was tailored to the right audience, and location was a key factor in determining this. We honed in on two specific states: Washington and Maryland, to deliver a hyper-targeted message to consumers.
Our partnership with Quorum allowed us to track campaign performance and monitor store traffic. This location data was used to build out audience segments that fit within the description of "Value Shoppers" and consumers who had a strong interest in QSR. With this information, our creative team was able to craft a visually stunning brandscape that effectively engaged and captivated our targeted audience.
Results
32+
seconds in view
Average time spent on page
20%
Exceeded bench marks
In overall campaign performance
70,000+
Food traffic
To McDonald's stores within the targeted regions
80%
Increased brand engagement
Through visually stunning brandscape and targeted messaging
27%
McDonalds
paid less
Than expected to acquire new leads and customers