McDonald’s, Burger King and Subway are “serving” ads programmatically through an unlikely medium: newspapers.
With help from digital agency Isobar Brazil, the three chains recently ran promotions that could only be accessed through a QR code in Brazilian newspaper O Estado de São Paulo.
If readers opted to scan it, their geolocation (if accessible) and time of day would then determine what kind of ad they would see.
For instance, early morning readers likely saw ads for coffee and breakfast sandwiches for the chain closest to them.
“The new format allows advertisers in the same segment to split the page and offer, in real-time, their best deals to the readers,” Isobar Brazil said.
According to Rui Branquinho, chief creative officer at Isobar Brazil, the ad is still in beta.
