As brands navigate an era marked by increased privacy concerns and changing industry landscapes, first-party data provides forward thinking advertisers an exciting opportunity to redefine the way their brands connect with their audiences, and gain richer insights into their current and future customers.
OMD New Zealand has been working with partners across the media landscape to unlock cutting edge data solutions to drive this personalised connection and deeper customer insights for their clients. Most recently OMD worked with TVNZ to deliver a first-to-market clean room solution within the Video on Demand space for McDonald’s.
This solution involved OMD leading a fully anonymised and automated data collaboration with TVNZ via bespoke data architecture, allowing access to meaningful and usable customer insights such as audience viewership, content preferences and consumption behaviour, available to view in a bespoke dashboard as well as in-depth post campaign reporting.
An example of segmented customer insights that OMD were able to share with McDonald’s was identifying the types of programs McDonald’s customers over index in watching across TVNZ+ user devices.
“TVNZ’s Amazon Web Services solution gave us a new opportunity to provide a solution to the ongoing challenge of being able to anonymize and deploy McDonald’s first party data across advertising channels,” said Jen Hilliar, Business Director at OMD. “Analysing our collective data safely and effectively in the cloud helped us deliver more personalised and relevant ads to users.
“Both McDonald’s and OMD are excited to be part of this first-to-market opportunity, and we look forward to achieving more advertising campaign goals together, paving the way for retaining McDonald’s valued data in a safe environment.”
Adrian Green, Head of Consumer Business Insights and Digital at McDonald’s New Zealand also sees great potential in these partnerships moving forward, saying “learning more about our valued customers and how to best speak to them allows us to better enrich the overall experience.”
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