Case Study: McDonald’s Germany drives loyalty program registrations with The Trade Desk’s Connected TV solution

McDonald’s Germany extends their linear TV activity with Connected TV

McDonald’s Germany worked with The Trade Desk and OMD Germany to grow registrations for its new loyalty program in the McDonald’s app. With a broad 18–49 audience and younger viewers shifting away from linear TV, the brand needed a way to extend its existing TV strategy with digital reach and better understand audience performance.

The Trade Desk helped McDonald’s Germany activate premium Connected TV inventory and measure campaign performance using its identity solution and panel-based insights from GfK and Beatgrid. The campaign showed that Connected TV delivered valuable incremental reach, including a younger audience segment where 31% of Connected TV-exclusive viewers were under 30, and McDonald’s Germany was able to adjust the campaign in real time to improve results and support loyalty program registrations.

McDonald's