McDonald’s takes the lead in digital Out-of Home day part messaging with OOH operator EYE
McDonald’s is the first advertiser to take advantage of day part messaging with Out-of-Home operator, EYE.
The two week campaign ran across EYE’s digital network in premium NSW shopping centres.
The content of each of the three advertisements was sensitive to time of day in order to reach optimal target audiences.
McDonald’s Smoothies & Frappés, McValue Lunch and McFlurry advertisements ran in morning, afternoon and evening slots respectively. The day part messaging gave McDonald’s a bespoke solution to the challenge of speaking to consumers throughout the day with time appropriate messages.
The time sensitive nature of the convenience food industry is an obvious fit with day part messaging with digital Out-of-Home, however the scope of industries that can benefit from this advertising extends much further.
General Manager of Commercial EYE Shop Mark Machet said: “Time sensitive creative executions are valuable to advertisers in a range of categories including pharmaceutical, grocery, entertainment and automotive. We strongly encourage clients to take full advantage of the flexibility of our digital network, whether by time of day or day of week to target relevant audiences and optimise media effectiveness.”
McDonald’s is collecting data on the campaign to see how effective day part messaging is and how it supports its extensive media mix. Al Gounder, Marketing Manager NSW/ACT Region commented: “Day-part messaging gives us the opportunity to connect with our audience with specific menu offerings that are relevant to the time of day. I’m eagerly awaiting the results of this trial.”
2 Comments
‘Out of home’ is an ugly, hard to say, ambiguous and pointless piece of jargon. It’s ‘outdoor’ bitches
Seems kind of an obvious thing that the yanks were probably doing in the 90s.
TV networks would be a good client to target with this technology.