More than six months after its first foray into mobile advertising, McDonald’s has doubled its digital mobile ad spend in Australia despite maintaining a cautious approach to the platform.
The fast food chain first jumped on the bandwagon in February this year, signing up to run ad campaigns through 4th Screen Advertising Australia.
4th Screen, based in the UK, formed an Australian arm in November 2010 of which the majority is owned by local mobile phone company, MobileActive.
A spokesperson for McDonald’s told Computerworld Australia the company’s mobile ad spend had increased from three to six per cent since the beginning of the year but had not yet expanded to include other mobile devices such as tablets.
“At this stage we have not advertised on any other devices because it’s hard to measure return on investment on tablets and other devices due to tracking limitations,” the spokesperson said.
The restaurant discontinued its relationship with 4th Screen in May in order to test new mobile areas, and now advertises with a range of companies including Big Mobile, Sensis and Ninemsn.
“At the moment we are still trialling mobile advertising in order to nail the basics and to gain an understanding of what works and what doesn’t,” the spokesperson said. “This will put us in a good position to solidify our strategy moving forward.”
Follow Chloe Herrick on Twitter: @chloe_CW
Follow Computerworld Australia on Twitter: @ComputerworldAU