The Dutch McDonalds ad-based digital signage network will close down on October 1^st. The announcement was made by Hans Bruning, McDonalds Marketing Coordinator, in the magazine RetailTrends (quoted by RetailNews).

There are two main reasons for the decision: the lack of revenue generated by the network, and the McDonalds headquarters policy to eliminate third-party advertising on its premises.

The network has been operated and marketed by Media Librium since its launch in 2004/5. According to the company’s web-site, the network counts 456 screens in 152 restaurants.