McDonalds

Lower advertising tolerance and shorter attention spans, as well as fragmented use of multiple digital platforms, make it increasingly difficult to reach the Gen-Y and Gen-Z and achieve relevant dwell time. The already extremely high advertising pressure on the relevant platforms and increasingly interchangeable content do not make the task any easier.

Together with OMD Switzerland, we developed a concept that ensures the campaign success as well as the goals. We address the target groups relevant to McDonald's in native environments and with an agnostic, cross-platform approach on the most relevant channels. This is where we break away from classic ad impressions and gross reach, instead guarantee real dwell time via video views. This way, we ensure that campaign goals are achieved via viewability, real engagement and dwell time, and guarantee that the brand message really gets across.

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