Maccas jumps on mobile advertising bandwagon

The fast food chain has signed up to run campaigns through 4th Screen Advertising Australia

Global fast food chain McDonald's has jumped on the mobile advertising bandwagon, signing up to run ad campaigns through 4th Screen Advertising Australia’s mobile platform.

4th Screen, based in the UK, formed an Australian arm in November last year of which the majority is owned by local mobile phone company, MobileActive (ASX:MBA).

In a statement to the ASX, 4th Screen managing director, Peter Birch, said agencies are increasingly recognising its ad formats are bringing more advertisers onto the mobile Web.

According to Birch, the nature of the company’s high-impact media banner format assists with a high click through result across 4th Screen’s network of publishers.

“Across the board we are witnessing mobile out-perform traditional online campaigns in terms of ad retention, propensity to purchase and response," he said.

“We also have the combined experience and expertise of ourselves and 4th Screen based in the UK,” Birch said. “We are applying this knowledge and experience to meet the requirements of advertisers in Australia.”

The company’s proprietary platform, Mpression, includes a number of rich media formats, including application sponsorship, interstitials, real-time dynamic ad insertion, and iSlide for iPhone applications, Android and mobile websites enabling them to be viewed on the iPhone, iPod touch, iPad, Android devices. The format expands a regular banner to fill the majority of the screen.

4th Screen Australia’s additional clients include Qantas, 20th Century Fox, Telstra and Spreets.

Follow Chloe Herrick on Twitter: @chloe_CW

Follow Computerworld Australia on Twitter: @ComputerworldAU

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