Case Study: McDonald’s achieves $10.92 ROAS with OpenX TV by OpenX

McDonald’s achieves $10.92 ROAS with OpenX

McDonald's, working through OMD, faced the challenge of driving new customer acquisition and increasing sales efficiency in the competitive QSR landscape. They needed to prove real business outcomes like ROAS and incremental sales across CTV, as traditional metrics like CTR were insufficient. They partnered with vendor OpenX and their product TV by OpenX to address this.

OpenX, in partnership with Attain, implemented a supply-side targeted, closed-loop measurement solution. This approach combined curated supply with live purchase data to enable real-time optimization based on verified outcomes like conversion rate and new customer acquisition. The solution delivered exceptional results for McDonald's, including a 16.44% conversion rate, a 2.69% lift in new customer acquisition, and a $10.92 incremental ROAS.

McDonald’s