McDonald's case study

McDonald’s is one of the world’s largest restaurant chains, with over 38,000 branches worldwide. During the pandemic, McDonald’s created a new advertising strategy focused on three key pillars: the promotion of the McDonald’s app, its menus and offers, and food delivery service.

McDonald’s, together with media agency OMD Italy, partnered with Ogury to realize this mobile advertising strategy – reaching and engaging its ideal customer base for each campaign, in a brand-safe and data-safe environment.

Challenge

McDonald’s wanted to use its mobile advertising strategy to stay top of mind and relevant to its customers, reassuring them that, despite the circumstances, Italian restaurants were open and safety measures were in place to protect their employees. Therefore, McDonald’s needed a campaign to promote its app, its menu, offers and delivery services (McDrive and McDelivery). McDonald’s chose Ogury as a tech partner to run a series of CPC campaigns during the first quarter of the year to generate qualified traffic and high levels of app engagement. 

Solution

McDonald’s and OMD chose Ogury to deliver nine campaigns from January to March 2021. Using Ogury Advertising Engine, fueled by unique and safe mobile user data, McDonald’s was able to identify and reach its ideal audience for each campaign. Ogury built a precise targeting matrix according to each campaign’s goal (driving awareness or consideration). The algorithm optimizes every campaign, automatically learning and understanding who the most interested users are with a look-a-like strategy. 

Results

Ogury delivered relevant ads in a brand-safe and fraud-free environment and achieved outstanding results. With a strong understanding of the brand’s ideal audience and a user-focused approach, the campaigns achieved an average of 10.2% CTR, 41% over the benchmark. It also recorded an overall average viewability of 91%, 99% in brand safety and 0.1% invalid traffic. 

We often select Ogury for its ability to pinpoint the required audience with precision, according to each campaign and the strategy of the moment. Thanks to Ogury Advertising Engine, we are impacting the right audience by improving the user’s advertising experience and far exceeding the set objectives. 

McDonald’s Italy

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Ogury is OMID certified by MOAT for mobile web thumbnail video

We are happy to announce that Ogury is one of the first companies to be Open Measurement Interface Definition (OMID) certified by Oracle Moat for web video placements. This certification was earned for our thumbnail Video format that displays on mobile browsers. 

Measurement and verification of mobile placements have traditionally presented technical challenges that have resulted in advertisers’ reluctance to deliver branding campaigns on mobile. Digital advertising needed standardization because safe and viewable inventory is non-negotiable when it comes to delivering effective branding.

OMID has revolutionized digital advertising by lifting technical measurement and verification challenges across mobile environments. For years, Ogury has provided brands with measurable viewability on 100% of impressions with the largest supply of OMID compliant in-app inventory. 

After expanding our reach and becoming a cross-environment mobile player with the addition of exclusive, in-web thumbnail video, we set out to provide advertisers with the same standard of protection and quality of our inventory for mobile web as we do in-app.

In addition to our OMID certification by the IAB Tech Lab, we’re proud to also be OMID certified by Oracle Moat for mobile web thumbnail video, allowing us to offer our clients confidence in the viewability of our inventory.

We congratulate Ogury on achieving OMID certification for mobile web video, showcasing the company’s commitment to quality inventory. Oracle Moat has long been a proponent of IAB Tech Lab’s Open Measurement standards and we look forward to continue supporting our clients in using them as we push for a more open, transparent advertising ecosystem.

Mark Kopera, head of product, Oracle Moat

This certification is our next step to building a world of highly effective and sustainable advertising, anchored in consumer privacy protection.

To find out more, reach out to the team via the form below.