McDonald's poised for new billboard buys By Hanna Liebma

NEW YORK--McDonald's is doing it again, that is, going for big space outdoor boards to promote its low-priced, family fare.

A McDonald’s spokeswoman confirmed that the company will again turn to the great outdoors this year, having been pleased last year by the results of its first ever national outdoor buy. This year, according to execs in the outdoor industry, Mac will get even bigger.
Last year’s buy included some 20,000 billboards in 1,700 markets.
“It will be bigger than last year; they are very excited about efficiencies,” said Bill Wardell, evp/sales and marketing at Patrick Media Group, who estimated a double-digit percentage increase.