Operating in the Quick Service Restaurant (QSR) industry, McDonald’s is in a fiercely competitive environment. The explosion of fast delivery services and a decrease in high street footfall, means that growing incremental visits and converting occasional McDonald’s visitors to regular diners, is becoming harder. The key aim for McDonald’s was to increase incremental visits to restaurants despite this challenging environment. However, simply marketing at scale to a demographically defined mass audience, no longer has the power it once did. With econometrics showing a tangible decrease in return for the business and consequently placing OOH spend in jeopardy, there was a clear need to review panel level selection at scale. We knew we needed to capitalise on audience data and technological advances to increase our on-target audience delivery in the moments that matter.