MobileActive, the Australian independent mobile phone content, interactive services and technology company, has revealed that its majority-owned 4th Screen Advertising Australia has added McDonalds to its client roster, which already includes Qantas, 20th Century Fox, Telstra and Spreets.

“Agencies are recognising our ad formats are bringing more brand advertisers onto the mobile web. We are ahead of the curve in design and execution,” says Peter Birch, managing director of 4th Screen Australia. “Given the nature of our high impact, rich media banners, we are experiencing very high clickthrough performance over our expanding network of publishers. Across the board, we are witnessing mobile out-perform traditional online campaigns in terms of ad retention, propensity to purchase, and response.”

MobileActive and 4th Screen came together in November 2010 to create 4th Screen Advertising Australia. 4th Screen’s proprietary mobile ad-serving platform, Mpression, is the driving force behind the mobile advertising offering. It offers advertisers access to a host of rich media formats, including app sponsorship, interstitials, real-time dynamic ad insertion, and the exclusive iSlide creative treatment. The iSlide format is for iPhone and Android apps and mobile websites, and can be viewed on the iPhone, iPod touch, iPad, Android devices. It expands a regular banner to fill almost the whole screen.

The 4th Screen Advertising Australia joint venture sits in MobileActive’s b2b division, Mobile Embrace, alongside the company’s Mobile Entertainment Retail (MER) and RingRing Studios (mobile content production, licensing and distribution) units.