When McDonald's Germany launched its McSmart Menu for budget-conscious customers, it needed a smarter way to raise awareness and drive measurable sales. Connected TV, TV Quality Index, and our Adbrain™ household graph proved to be the perfect combo.
"We are always looking for ways to expand our channel strategy and in this case, we get two for one: Big Screen & Big Sales"
Ariane Gramsch
Media Manager at McDonald's Germany
Testing Connected TV to help reach the right audience and drive site visits
While Connected TV (CTV) is widely seen as a great way to work towards maximizing brand awareness, especially for the 18 to 39-year-old target audience, McDonald's Germany wanted to test whether it could generate measurable store visits – a first for the McDonald's Germany brand.
So, as part of its omnichannel campaign, the fast-food giant explored CTV’s full targeting capabilities. The aim? To reach the right audience and inspire them to visit a McDonald's Germany restaurant to try out the new saver menu.
Using Connected TV and our Adbrain™ household graph to measure sales
McDonald's Germany wanted to give the target audience the best possible experience of their ads. Working closely with the agency, OMD Germany, they pre-selected popular German streaming TV publishers and then activated our TV Quality Index (TVQI). This enabled them to buy higher quality TV and video inventory.
In addition, by leveraging our Adbrain™ household graph, OMD Germany was able to connect McDonald's Germany existing store visit measurement capability with our cross-device concept. The results showed that McDonald's Germany conversion rate improved by 44% compared to when TVQI was not activated, helping to prove that CTV can be an effective channel to drive sales.
What’s more, the team discovered that CTV helped reduce the customer’s path to conversion – with 7.3% fewer impressions needed for a conversion when compared to OLV.
By proving Connected TV has what it takes to help reach 18–39-year-olds in Germany and drive measurable sales, McDonald's Germany and OMD Germany are planning to include it in future omnichannel campaigns.
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