McDonald’s Tests Brand Ads on Digital Menu Boards
McDonald’s trials selling digital menu ad space to brands after pulling back on digital deals.
In brief
McDonald’s trials selling digital menu ad space to brands after pulling back on digital deals. McDonald’s tests third-party ads on digital menus to offset reduced digital offers. Originally reported by Pymnts.
McDonald’s tests brand ads
McDonald’s shows ads from other brands on digital menu boards after customers order.
“This limited menu board advertising pilot at select company-owned restaurants is exploring ways to share post-purchase content that customers may find helpful, relevant or interesting, while ensuring the McDonald’s experience remains at the center of every visit.”
Digital menu ad pilot
Ads appear after orders and while customers wait for meals.
McDonald’s digital strategy shift
McDonald’s pulled back on digital deals to fund a new menu promotion.
CEO on value trade-off
McDonald’s CEO says reducing digital offers hurt customer value perception.
“Digital offers are something that's valued by our most loyal customers. And so that ended up being a bad trade, putting in an app program that didn't deliver and taking away a lot of digital offers and the buy one, add one program.”
Retail media growth
Retailers are evolving into media environments where brands pay to influence decisions.
The main idea
McDonald’s tests third-party ads on digital menus to offset reduced digital offers.
