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Our location solutions.
Location Targeting using GroundTruth’s proprietary Blueprints technology, which draws polygons around specified points of interest, was implemented so McDonald’s could tightly target its primary audiences while OMD Germany effectively measured the impact of the campaign.
Locaton Audiences were also built using Blueprints for OMD Germany, which included families engaged in leisure time, people who were in close proximity to a McDonald’s restaurant, and consumers who had visited a competitor and were likely to be receptive to fast food messaging. All three audiences were presented with tailored McDonald’s messages relating to where they were in the moments that matter most.
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Real results.
Blueprints technology allows us to link high caliber location data with our campaigns. The fact that we can directly relate a restaurant visit to a previous media service means a huge step forward for us. The blueprints technology and the associated performance measurement is an important component of our mobile geo-targeting strategy. The process provides us with significant information about how mobile communications can actually drive the push for restaurant visits.
