Why McDonald’s is a Perennial Top OOH Advertiser

Billboards and other out-of-home (OOH) media for fast-food restaurants can be seen everywhere. And, McDonalds’s continues to be a top five OOH media buyer because it’s still a very effective media.  Why?


Most people don’t decide where they’re going to eat until just before they do, which is why OOH is great for reaching people when they’re out and deciding where to eat.  Furthermore, recent research has demonstrated that chains which focused on promoting snack offerings (19% of total food service occasions) grew afternoon traffic by nearly 10%!


Billboards aren’t just for driving traffic to physical restaurant locations, they can also be used to drive people to mobile apps.  In fact, people who see an OOH campaign are 17% more likely to engage with the brand on their mobile phone.  Mobile ordering cuts down on customer frustration by reducing wait times, and also tends to increase order size.  So, driving more customers to use the mobile app means happier customers and BIG orders!


To reach consumers in an even more contextually relevant manner, OOH combined with digital technology (DOOH) allows advertisers to program messages to be exposed in specific locations (geo-fencing) as well as at specific times (e.g. breakfast, lunch, dinner).  Ad copy can even be changed in seconds depending on the weather.


According to the OAAA, of those who have seen an outdoor ad:

  • 41% are more likely to learn about the brand being advertised

  • 70% say outdoor ads are very, or somewhat likely, to influence a purchase

  • 58% search the web as a direct result of seeing an ad

  • 55% use mobile and social media to share information while viewing an outdoor ad

  • 35% buy a product after seeing an ad


When considering advertising, cost is one of the most important deciding factors for fast-food restaurants. Small and local chains don’t have as much to spend on advertising as the national chains. Not everyone can saturate the market like McDonald’s, but billboards can be made to fit almost any advertising budget. In general, they’re much cheaper than newspaper, magazine, and television ads.

See HERE the video of AD ON THE MOVE … on the move!