Latest Digital Place-Based Net: McDonald's
- by Joe Mandese @mp_joemandese, October 16, 2012
Rattling off the list of new members of the Digital Place-based Advertising Association, DPAA chief listed one that surprised me a little: McDonald's. Well, not just the Golden Arches, but the fast-food chain's new digital place-based media network, "Channel M."
That surprised me for a couple of reasons, not the least of which is the fact taht McDonald's tried that
back in the 1990s -- in conjunction with Turner Broadcasting Systems' place-based division, I believe -- but quickly shut it down.
Maybe McDonald's was ahead of
its time, but they're back again, and part of the DPAA now. Which is a good thing, since the DPAA's tagline is: "Right Place, Right Time."
Sure enough, it seems
McDonald's is back in the place-based business. Or at least, according to this Huffington Post piece, they've begun testing it:
So maybe Channel M should actually be called, Channel When?
