A third of all smartphone users discover apps due to TV ads, so quantifying and then optimising TV’s impact on app activity became crucial. These campaign insights also helped the food service brand build a better view of its consumers. Based on CPA, cost per order (CPO) and cost per visit (CPV) metrics the overall TV buying strategy could be adapted in-flight. This insight – provided at a day, daypart, network, programme, genre and creative level – can then be used to optimise towards the brand KPIs: driving in-store footfall and increasing in-app activity.ĭelivery Hero knew exactly what was working and what wasn’t – in near-real time and on a global scale – which meant that information was used to optimise TV campaigns on a number of metrics. TV can now provide a real-time view into buy elements, proving which spots generate the greatest response. By focusing on personalised or dynamic creative billboards McDonald’s was able to achieve this uplift, however, it’s clear that TV can contribute to an even greater footfall and digital activity than OOH alone.įor McDonald’s, taking a granular look into TV performance is the next step. While the McDonald’s Monopoly campaign saw an increase in app downloads and gameplay, this only generated a 3.33% uplift in sales. With the aim of driving both brand awareness and immediate, digital response, Delivery Hero reduced its cost per acquisition (CPA) by 41.9% and improved its conversion ratio (CVR) significantly. To do this, Delivery Hero employed a sophisticated, aggressive, TV-led marketing strategy that spans continents. Using a recent campaign from another global foodservice brand as an example, Delivery Hero scaled TV campaigns toward brand KPIs to positively impact revenue and cut out spend where performance is not ideal. From increased search and website visits to improved app activity, brands now have the opportunity to access TV’s power as a hybrid performance-marketing channel.īut rolling the dice on TV response needn’t land McDonald’s “in jail” – stuck in limbo while its competitors edge ahead. This trend has enabled TV to evolve and become a driver of online response. Thanks to the rise of mobile devices – Australia will have 20 million smartphone users in 2019, with 85% of those connected devices – viewers are increasingly watching content with second-screen devices in-hand. From creative adjustments to location targeting, McDonald’s explored every “coast, valley and island” in its portfolio.īut with TV’s unparalleled reach – 19 million Australian’s tune in every week – and ability to drive both online and offline consumer response, McDonald’s is selling its innovative campaign short by working in silos across the media mix, separating TV from mobile and OOH ad campaigns. With the aim of driving in-store footfall and increasing in-app activity, McDonald’s optimised its digital advertising in the Australian market using a variety of data signals throughout the media mix.
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