Gen-Z, Millennial Parents Opps: McDonald's appoints Hispanic media shop (Score 67)

McDonald's announced it tapped Lopez Negrete Communications  and Canvas Worldwide to provide Hispanic media communications. The two agencies created a unit called Navigation Blvd. to service McDonald's. The team will be responsible for US media planning, strategy and consumer insights. This is the first agency appointment since the company hired CMO Alistair Macrow last summer. 

According to iSpot, McDonald's spent around $66m on national TV ads YTD, just 47% of the $140.5m spent in this channel during the same time period of 2020. Full-year spend dropped 7% from $581.6m in 2019 to $542.4m in 2020This year, it placed ads during programming such as "NFL Football," "NBA Basketball," "The 63rd Annual Grammy Awards," "Dateline NBC" and "The Bachelor." 

Magellan placed about 3.5k podcast ads over the last year. 

Per Pathmatics, McDonald's earned 2.1b impressions through desktop video ads (62%), Facebook ads (20%), Instagram ads (8%), mobile video ads (4%), desktop display ads (3%), mobile display ads (1%) and Twitter ads (1%). It placed the majority (98%) of these ads site direct onto sites such as youtube.com, facebook.com, instagram.com, yahoo.com and hulu.com. It placed the remainder (2%) through a variety of indirect channels onto sites such as complex.com, ebay.com, espn.com, buzzfeed.com and quizlet.com. It spent around $24.8m on digital display ads YTD, a 15% increase from $21.2m spent in this channel during the same time period of 2020. Full-year spend jumped 40% from $57.8m in 2019 to $81m in 2020. 

Sellers-- McDonald's mainly targets Gen-Z and millennial parents through national TV and digital display ads. It has been decreasing national TV ad spend, while decreasing digital spend, which indicates it may be more aggressively targeting Gen-Zers. The recent agency appointment signals it will put an additional emphasis on reaching Hispanic consumers. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Sellers should contact this company offering relevant ad space. 

Agency & martech readers-- Start reaching out as agency reviews commonly follow one another. I believe you will face competition from Wieden + Kennedy (creative), Zimmerman Advertising (creative), OMD (media), RAPP Worldwide (digital) and Huge (digital). It could be interested in additional shops that can service niche groups.