McDonald’s Costa Rica partnered with Rocket Lab and Adikteev to improve retargeting performance and create more engaging mobile ad experiences.
In app retargeting campaigns, creative format can directly influence engagement and campaign efficiency. While static banners remain widely used, they can limit interaction and inventory opportunities.
To explore a more interactive approach, the campaign introduced MRAID creatives, interactive mobile ad units that allow richer and more dynamic experiences than standard static banners. Instead of simply displaying a message, these formats encourage users to engage with the ad directly from their mobile devices.
This created an opportunity to build a more effective retargeting strategy focused on stronger engagement and campaign performance.
The objective was to improve retargeting performance and campaign efficiency through a more interactive creative approach.
To achieve this, the campaign focused on:
Increasing ROAS and overall revenue
Getting more purchases through interactive creatives
Lowering CPA reattribution to improve efficiency
Building stronger engagement across key audience segments
More than simply increasing volume, the goal was to build a more effective and engaging retargeting experience that could generate stronger long-term performance.
Rocket Lab and Adikteev worked together to develop a retargeting strategy centered around MRAID creatives and programmatic optimization.
Adikteev contributed its DSP capabilities and retargeting expertise, while Rocket Lab led the strategic direction behind the campaign, helping create a more effective and engaging experience for users.
By combining creative strategy with real-time optimization, the campaign focused on improving user interaction, expanding inventory access, and strengthening overall performance across different audience segments.
Rather than treating creative as a secondary element, the strategy positioned creative format as a key part of overall campaign performance.
The results showed a clear difference between traditional static banners and the more interactive MRAID approach.
.png?width=740&height=400&name=MC%20DONALDS%20CS%20(3).png)
As the campaign progressed, MRAID creatives quickly became the main format used, representing 70% of the total campaign budget and showing stronger overall performance than static banners.
Compared to traditional formats, ROAS increased by 16%, while revenue grew 2.6 times higher and transaction volume increased by 2.4 times. Users were not only interacting more with the ads, but also completing more purchases inside the app.
The campaign also became more efficient overall. CPA reattribution decreased by 25%, lowering the cost of bringing users back into the app, while CTR increased by 2.5%, confirming a stronger response to the more interactive creative experience.
For quick-service restaurant apps, MRAID can become a high-performing retargeting format when campaigns are built around richer engagement, strong programmatic execution, and continuous creative optimization.
For McDonald’s Costa Rica, Rocket Lab’s strategic direction, combined with Adikteev’s programmatic DSP capabilities, helped move the campaign beyond static banners and scale a more interactive format that delivered stronger ROAS, higher revenue, and lower CPA.
“Working with Rocket Lab and Adikteev allowed us to explore more advanced creative formats and scale what worked. MRAID became a key driver of engagement and helped us achieve stronger, more efficient results.”
.png?width=1024&height=576&name=Blog%20cover%20%20(89).png)
.png)
.png)
-1.png)