PROGRAMMATIC

TRUE VIEW

With an increased awareness of animal cruelty and new innovations in the plant-based food
industry, vegetarianism is all the rage. McDonald's have adopted vegetarian options, not only
because of the myriad health properties and benefits to the environment, but also to provide more
inclusive dietary choices for customers.
McDonald's embrace the meatless movement with its announcement of the McPlant, a veggie
burger released exclusively in select markets around the world. US is one of them. McDonald's wants
to implement a Trueview campaign that seeks to spread the new vegetarian option McPlant.

INSTRUCTIONS
Set up the following campaign taking into account the guidelines below.
● ADVERTISER NAME
PRUEBAS
● CAMPAIGN NAME
PR~MCDONALDS_PARENTS_MB~BOT_IND~CHMIG_CH~DIG_CA~B_BS~NEU_CN~
MCDONALDS -PROG_YR~22_YOUR NAME
● INSERTION ORDER NAME
− US_22AMO_ MCDONALDS _PARENTS _18+
YEARS_BRD_OTHER_MMT_MULT__EfficientReach_06s_AWARENESS
− US_22AMO_ MCDONALDS _18+
YEARS_BRD_OTHER_MMT_MULT_NonSkippableAds_AWARENESS
● LINE ITEMS NAMES;
Create the following 4 LI’s using the configuration below. Notice that 2 correspond to
bumper ads and 2 are for non-skippable Ads
MCDONALDS_YT-IMP_DT_ZIP_M18-35_DEMGEO-ALL_06S_BRD
MCDONALDS_YT-IMP_DT_ZIP_F18+_DEMGEO-ALL_15S_BRD
MCDONALDS_YT-IMP_MWIA_ZIP_ M18-35_DEMGEO-ALL_06S_BRD
MCDONALDS_YT-IMP_MWIA_ZIP_F18+_DEMGEO-ALL_15S_BRD

● Ad Group NAMES;
MCDONALDS_YT-IMP_DT_ZIP_M18-35_DEMGEO-ALL_06S_BRD_Ad group
MCDONALDS_YT-IMP_DT_ZIP_F18+_DEMGEO-ALL_15S_BRD_Ad group
MCDONALDS_YT-IMP_MWIA_ZIP_ M18-35_DEMGEO-ALL_06S_BRD _Ad group
MCDONALDS_YT-IMP_MWIA_ZIP_F18+_DEMGEO-ALL_15S_BRD_Ad group

MWIA= Mobile Web in App

DT= Desktop

CAMPAIGN LEVEL
- Overall campaign goal: Brand awareness and reach
- Budget type: USD
- Creative Type: Video
 - Dates: 07/04/2022 – 08/15/2022
- Frequency: 25 x 2 week
- Geo: Include: United States
- Language: English
- Brand Safety: Digital Content Label exclusion: Exclude Mature Audiences & Not yet
labeled
● INSERTION LEVEL
- Budget: $150.000 c/u
- Pacing: Flight Ahead
- Dates: 07/04/2022 – 08/15/2022
- Goal: VCPM $15
- Frequency cap: 20 x week
- Language: English
- Viewability: All impressions (Greatest reach)
- Keywords: Negative: covid, politics, burger king, pandemic, murder, police brutality,
gunshot, quarantine, unhealthy, violence
- Brand Safety: Digital Content Label exclusion: Exclude Mature audiences & Not yet
labeled / Sensitive Category exclusions: ALL Sensitive Category exclusions
- Environment: Web, App
● LINE ITEM LEVEL
− Brand Safety: Content Category: Limited Categories / Digital Content Label exclusion:
Exclude Mature Audiences & Not yet labeled / Other Content Types: Live Streaming
− Device: Apple iOS
− Inventory sources: Youtube Videos
− Frequency cap: Exposure Frequency: 2 per day / View Frequency: 4 per week

● AD GROUP LEVEL

− Categories: Food / Food & Grocery Delivery / Restaurants

− Keywords: Negative: covid, politics, burger king, pandemic, murder, police brutality,
gunshot, quarantine, unhealthy, violence
− Geography: Zip codes
✔ 24301
✔ 24084
✔ 24312
✔ 24313
✔ 24315
✔ 24324
✔ 24333
✔ 24343
✔ 24347
✔ 24350
 ✔ 24360
✔ 24381
✔ 24382

− Budget and pacing: Daily even (Remember to correctly calculate the daily caps)
− Bid strategy: $10

Bumper: https://www.youtube.com/watch?v=9vUod2LYwwE (Es de otra marca, no importa)

Non-Skippable: https://www.youtube.com/watch?v=wz2w2V7fEnk
URL: https://www.mcdonalds.com/us/en-us.html