McDonald’s Traffic Busters Campaign
The road to automating OOH planning and buying.
A Watershed Moment
The McDonald’s UK, street-side digital billboards, running changeable creative as directed by real-time data from Google Traffic, is a topic well discussed in social media and OOH related stories. It’s old news. One week old news!
It is big news, for automating or programmatic OOH planning and account management. The ability for McDonald’s to switch its creative messaging subject to traffic changes and the time of day within a dynamic environment for each individual Outdoor Advertising unit is a watershed moment.
We were hoping we had a scoop of a second watershed moment. One of truly day-parting or selling the OOH digital space, by the hour, without a full 24 hour commitment. It is not the case.
The McDonald’s Traffic Busters Campaign utilizes digital space for only specific times of each day. According to Grand Visual, “It starts at 4 PM and runs through to 9.30 AM covering both the evening and morning commute.”
OOH Today asked, ‘What happens to the other 6 and 1/2 hours McDonald’s is not utilizing the dynamic aspect of the Traffic Busters Campaign?’ The answer, “During all other times, generic content runs featuring firm favorites from the fast food chain.” “The creative execution is day-parted. Linear content showcasing firm favorites runs during the day. Dynamic media starts at 4 PM.”
Stuck in a jam? There’s light at the end of the tunnel.’
We are relatively certain, the Big 3 are not selling street-side digital by the hour. This leads OOH Today to inquire: Why aren’t we day-parting or selling street-side digital billboards hourly? What do you think?
Read about it at McDonald’s Dynamic Traffic Busters Campaign
Grand Visual credit for photos.