INSIDE MCDONALD'S NEW MARKETING MODEL AS IT ENTERS MEDIA NETWORK FRAY

Summary from the TLDR Marketing newsletter

McDonald's is piloting a media network across 450 US company-owned restaurants, selling ad space on its app, kiosks, and menu boards, with the goal of building a billion-dollar business. Its marketing is shifting to fewer, bigger global campaigns built on its own IP. It is roughly doubling spending on long-running programs about its brand and food quality while cutting short-term promotions.