McDonald’s Partners with NielsenIQ for Cultural Relevance in Ad Testing

Exciting Partnership Between NielsenIQ and McDonald's USA

NielsenIQ (NIQ) has teamed up with McDonald’s USA to introduce a new Cultural Resonance module into its Bases Ad360 ad-testing portfolio, as announced in a press release.

The module provides different cultural resonance metrics to examine the impact of cultural elements in advertisements and gives feedback on content that may not be resonating effectively. It also enables businesses to compare their performance with industry benchmarks.

Moreover, the module gives guidance on different cultural cues to assist advertisements in creating meaningful connections. This new feature from NIQ and McDonald’s comes at a time when marketers are striving to create inclusive advertising strategies, recognizing the significance of culture in engaging consumers.

Article Insight: 

Brands are constantly looking for ways to reach a broader audience. The collaboration between NIQ and McDonald’s USA for a new ad-testing solution could be a valuable tool for advertising strategies. This new tool, called the Cultural Resonance module, has been developed using both explicit and implicit human insights, along with neuroscience metrics. It is designed to help brands engage with U.S. consumers in a meaningful way, especially in a cultural context where safety is a top priority.

Megan Belden, the vice president and global advertising lead at NIQ Bases, shared that in today's rapidly changing landscape focused on diversity and inclusion, the Cultural Resonance module created in partnership with McDonald’s provides advertisers with the necessary tools to develop content that truly connects with their audience.

The Cultural Resonance module is designed to assist advertisers in establishing genuine connections with their customers. It helps identify any potential issues or instances of implicit bias within their content, enabling advertisers to steer clear of perpetuating harmful stereotypes. By examining their content through a cultural lens, advertisers can move beyond just featuring diverse actors to crafting stories that resonate with consumers on a deeper level.

Through the module, advertisers can evaluate their performance against industry benchmarks using a unique composite measure linked to a comprehensive database. This allows them to assess how well their content aligns with prevailing standards and make necessary adjustments as needed.

Jen Larkin, director of U.S. Consumer Insights at McDonald’s, mentioned in a press release that this tool enables real-time optimizations with second-by-second feedback, helping us become more efficient creative reviewers.

The tool is designed with neuroscience methodology, as mentioned in the release, connecting survey-based metrics to EEG emotion, memory, and attention measures. This allows advertisers to improve their marketing strategies for a wider audience.

The importance of having a strong diversity, equity, and inclusion (DEI) strategy in marketing is a major focus in the industry, both ethically and financially. Neglecting DEI in a company's marketing approach can lead to significant losses, with U.S. businesses potentially losing $5.4 trillion, according to Kantar research.

McDonald's collaborated on building the NIQ module, following their announcement in 2021 to increase investments in diverse media partners. The QSR chain had faced lawsuits regarding its support for Black-owned media but stated they were on track to meet or surpass their commitment of 5% of total marketing investments by 2024. Other brands like Hyundai, Frito-Lay, Lexus, and Tubi have also been focusing on reaching diverse audiences.

Editor's P/S:

The partnership between NielsenIQ and McDonald's USA is a significant step towards more inclusive and effective advertising. The Cultural Resonance module provides advertisers with valuable insights into the cultural impact of their ads, empowering them to create content that resonates with diverse audiences. By incorporating cultural cues and addressing implicit bias, advertisers can build genuine connections with consumers and avoid perpetuating harmful stereotypes.

The tool's data-driven approach and integration of neuroscience methodology ensure that advertisers can make informed decisions based on real-time feedback. The ability to compare performance against industry benchmarks allows businesses to assess the effectiveness of their strategies and make necessary adjustments. This comprehensive solution not only aligns with the growing importance of DEI in marketing but also has the potential to drive financial success by engaging with a wider audience. Overall, this partnership represents a positive shift in the advertising industry, promoting inclusivity and empowering brands to create meaningful connections with consumers.