How McDonald’s Doubled Its Advertising ROI

| October 29, 2019

article image
McDonald’s has almost doubled its advertising ROI over the last five years in Australia following a focus on marketing mix modelling, measurement, digital channels, and more accountability being placed on creative agencies, according to its head of global media accountability and ROI, Chris Graham. “The contribution of media to business outcomes is almost doubled,” Graham said this morning at IAB Measure Up, the Australian digital advertising industry group’s annual conference held in Sydney. Graham, who is based in Sydney but runs the fast food giant’s global media accountability and sourcing, said McDonald’s is now focused on the right marketing mix – the theory that the impact of several channels and are greater than the sum of their parts – rather than individual channels.

Spotlight

McCann Birmingham

We're the Birmingham branch of the world’s largest advertising and communications network – McCann Worldgroup which boasts over 200 offices in 130 countries worldwide. History Founded by the legendary H.K. McCann 100 years ago (find out more about him here), McCann has helped create some of marketing’s most memorable and iconic campaigns. L’Oréal ‘Because You’re Worth it’. Us. The Milky Bar Kid. Us. The Coca-Cola Santa. Us. Our Philosophy The success of McCann is based on one simple sentence coined way back in 1912 Truth Well Told. Thirteen letters (Harry had a thing for 13) that we still adhere to today.

OTHER ARTICLES

How blockchain has revolutionized the advertising industry

Article | March 3, 2020

The advertising industry is a global industry that consists of Public Relation and marketing companies, as well as media services and advertising agencies. It is a global multi-dollar industry that brings manufacturers closer to their consumers. This industry is mainly characterized by a huge number of small to medium-sized advertising agencies whose operation is primarily in one country and a few numbers of very large advertising agencies that operate in many countries. The job of the advertising industry is to create and manage the connection between companies, their products, and their consumers by properly translating their client’s message into effective campaigns. As simple as advertising might look, it can stimulate people into buying, help increase a company’s sale and also help to jumpstart the economy.

Read More

Streaming is the mainstream: what that means for UK advertisers

Article | August 10, 2021

In the last year, streaming adoption has grown throughout the UK. We spent more time at home, and many of us turned to new, digital forms of entertainment. But even now with the UK open, many consumers continue to appreciate some of the habits they adopted over the last 16 months, including streaming. Through a recent Kantar study, we learned that 84% of Amazon customers surveyed in the UK are either cord-stackers (viewers who watch both streaming and broadcast or satellite content), or cord-cutters (viewers who only stream content). This sends a clear message. It’s not just early adopters streaming content. It’s the majority. Furthermore, video gaming and e-sports are also on the rise—consumers in 600,000 households started playing console games on their TV in 2020 in the UK, France, Germany, Italy, and Spain, according to Kantar’s Worldpanel ComTech data. In the UK, e-sports is increasingly popular with nearly 1 in 4 TV viewers streaming e-sports. And where are many gamers watching other gamers? On Twitch. There are now 30 million average daily users on Twitch from 230 countries. Consumers in the UK are also streaming more podcasts, music, and other audio content, year over year.

Read More

How advertisers can be more innovative during trying times

Article | April 15, 2020

The impact of COVID-19, the disease caused by the novel coronavirus, is being felt by millions of people across the globe. While nobody knows how long this period will last, I believe it's important for companies to try to find some semblance of normalcy. To do so, companies should consider all the ways they can continue to move forward with an eye toward empathy. This mindset comes with its own unique restrictions and challenges as human behaviors evolve. With the rise of social distancing and limits around public gatherings, people are moving away from live entertainment, such as movie theaters, plays, sporting events and concerts. Instead, they are spending more time streaming their favorite movies and shows, browsing social media, and playing video games from the comfort of their homes. In lieu of socializing at restaurants and bars, people are connecting with colleagues, friends and loved ones digitally, and many are doing their shopping via e-commerce.

Read More

Google play movies may offer hundreds of free movies with ads

Article | March 26, 2020

Google also offers the ability to buy or rent movies and TV shows from the Play Store. Since 2012, this section is available in several countries. The pricing strategy has not changed, so many still consider it a relatively costly service. But, in some countries, discounts are quite often offered. Now there should be a new feature that will offer watching movies and other content for free. We could say that this service is facing difficulties because of the competition with Netlfix, HBO Go, and the others, where a relatively reasonable monthly payment with full content availability is set up. Now, Google platform will receive a new feature, which we will not find even with the above mentioned Netflix service. This is a free watching option with ads. The current version of Google Play Movies 4.18.37 includes several lines of code to indicate that we will see something like this soon.

Read More

Spotlight

McCann Birmingham

We're the Birmingham branch of the world’s largest advertising and communications network – McCann Worldgroup which boasts over 200 offices in 130 countries worldwide. History Founded by the legendary H.K. McCann 100 years ago (find out more about him here), McCann has helped create some of marketing’s most memorable and iconic campaigns. L’Oréal ‘Because You’re Worth it’. Us. The Milky Bar Kid. Us. The Coca-Cola Santa. Us. Our Philosophy The success of McCann is based on one simple sentence coined way back in 1912 Truth Well Told. Thirteen letters (Harry had a thing for 13) that we still adhere to today.

Events