McDonald's is currently testing third-party advertisements on digital drive-thru menu boards across 450 company-owned U.S. restaurants. This move is part of the new McDonald's media network, which the company hopes will scale into a $1 billion advertising business.
In this clip, we break down:
Why testing drive-thru menu boards is a low-cost, smart trial
The challenges of targeting "unfocused eyeballs" at the drive-thru compared to traditional retail media networks
Why McDonald's lacks the traditional CPG supplier base to fund retail media and must rely on external advertisers like insurance companies
The math behind reaching a $1B valuation at fractions of a cent per impression
