Title	McDONALD'S CUSTOM AUDIENCES - FROM MASS MCDONALD'S TO MY MCDONALD'S
Brand	McDONALD'S DENMARK
Product/Service	MY MCDONALD'S
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Advertising Agency	DDB COPENHAGEN, DENMARK
Advertising Agency 2	RESOLUTION DENMARK Copenhagen, DENMARK
Media Agency	OMD DENMARK Copenhagen, DENMARK
Entrant Company	OMD DENMARK Copenhagen, DENMARK

Name	Company	Position
Mette Rosenberg	Omd Denmark	Business Director
Jørgen Dueholm	Resolution Media Denmark	Managing Director
Stefanie Moth	Omd Denmark	Senior Digital Manager
Heidi Bank Sørensen	Omd Denmark	Client Service Director
Fine Sommer	Omd Denmark	Digital Director
Kim Bagdonas Jørgensen	Mcdonald's Denmark	Senior Marketing Manager
Lasse Jakobsen	Resolution Media	Exchange Manager
Mads-mikkel Nielsen	Resolution Media	Content Activation Director
Pernille Ryder	Ddb Copenhagen	Account Director
Thomas Sonberg	Ddb Copenhagen	Client Service Director
Christian Budtz	Ddb Copenhagen	Nordic Strategy Director
Bernt Therp	Insight Group	Managing Director
Therese Thomsen	Insight Group	Director
Jesper Kragh-jacobsen	Insight Group	Senior Analyst

The Brief

For years McDonald’s had successfully been communicating to their audience through broad mass media. However, we were beginning to see a stagnating return on media investment as technology and consumer behaviour had changed. In order to change this situation we had to understand the consumers’ journey to purchase better. This meant that we needed to change our entire way of thinking media and adapt our marketing to every single moment in our customers’ daily media usage applying a "My McDonald's" approach instead of "Mass McDonald's”. To get closer to the customers an in-depth segmentation study was done and data were matched with media consumption data. With a unique data tool we were able to replicate the segments online in our DMP and build ideal cookie compositions that represented the archetype from each segment. These were implemented on multiple media, allowing us to twin and target users that matched our archetype.

On a monthly basis, our DMP grabs and analyses more than 1 billion URL’s, scanning these pages for unique semantic characteristics. We then tie the actual content of these pages to the users, creating very granular semantic profiles with more than 3.000 unique characteristics of each user we meet. These cookie compositions are implemented on every platform / media allowing us to twin and target users. We no longer buy placements on media or compete on share of voice on broad media, but are able to activate digital activities across multiple media across segments within minutes. Through our programmatic approach we are able to identify the right users and automate every single McDonald's offering to match the user any time of day. By using qualitative behavior and needs transformed to data, we are now in a position to achieve significant stronger targeting in our digital programmatic planning and buying.

By using a new approach to data and the latest technology, we have succeeded in taking data from an offline segmentation study and applying it directly in our programmatic planning and buying. Our approach have generated significantly value to McDonald’s: - The overall digital ROI has increased from 2.6 to 5.8. The best performing programmatic activities have an ROI above 10. - Reducing the cost per Guest Count from digital communication by 55% - The sales uplift from Digital activities has tripled from 2013 to 2014 and is now generating close to 20% of total media driven sales.