Elevating McDonald's Presence: A Programmatic DOOH Campaign in Beijing Metro

Campaign's Challenge 

McDonald’s wants to launch a Programmatic DOOH campaign across several major stations of Beijing Metro in Mainland China to raise awareness about its brand-new burger product and target the right audience.​

​To reach the relevant audience, the brand needs to use a high-quality audience data in the metro environment.

With its new DOOH campaign, McDonald’s is targeting a population of businessmen and city dwellers, and wants to select the most relevant slots and locations in the metro to reach its target. 

Campaign's Strategy 

To launch a successful campaign for McDonald’s, JCDecaux China decided to rely on both VIOOH and the Metro Audience Metrix (MAM) solution. ​

VIOOH is a leading premium global digital out of home supply-side platform designed to accelerate growth of Out-of-Home and connect the industry to the programmatic digital ecosystem.

MAM is an international audience measurement solution designed for metro networks validated by IPSOS. It precisely quantifies audiences on a granular level (daily or hourly) across all assets per station, ensuring high-quality audience data throughout the transit experience.

JCDecaux China's Business Teams used the MAM solution to identify metro stations that cover office buildings in the main business districts. They selected panels at these stations with the highest traffic during peak hours to ensure they reached the desired McDonald's audience.​

Campaign's Results 

Thanks to the MAM solution, JCDecaux Sales Team were able to send quality audience data to VIOOH and achieve impressive results for the first McDonald’s pDOOH campaign in Mainland China Metro.​​

To showcase the campaign's performance, we selected a three-day snapshot from the entire campaign to highlight its success. Over this period, the ad was played over 80,000 times on more than 200 panels, generating over 4 million viewed impressions.