Case Study: McDonald's Germany boosts saver menu sales with The Trade Desk Connected TV

McDonald's Germany saver menu sales soar with Connected TV

McDonald’s Germany wanted to test whether Connected TV could do more than build awareness and actually drive measurable store visits and sales for its new saver menu, especially among 18- to 39-year-olds. Working with The Trade Desk, the brand explored whether CTV could help reach the right audience within an omnichannel campaign while improving performance beyond traditional online video.

The Trade Desk helped McDonald’s Germany and OMD Germany activate Connected TV with TV Quality Index (TVQI) and measure results using the Adbrain™ household graph. The campaign delivered a 44% improvement in conversion rate when TVQI was activated and required 7.3% fewer impressions per conversion than online video, showing that CTV could meaningfully improve sales efficiency and support future omnichannel plans.

McDonald's

Ariane Gramsch

Media Manager