CASE STUDY | BRANDS AND AGENCIES
McDonald’s Achieved $9.27 ROAS With Real-Time Optimization
Openx PRODUCT
TV by OpenX
PARTNERs
OpenX + Attain
KPIs
ROAS, incremental sales
Challenge
McDonald’s, working through OMD, sought to drive new customer acquisition and increase sales efficiency in an increasingly competitive quick-service restaurant (QSR) landscape. Traditional proxy metrics like click-through rate (CTR) or viewability were insufficient to guide optimization, and McDonald’s needed measurement to prove real business outcomes such as conversions, Return on Ad Spend (ROAS), and incremental sales across connected TV (CTV) environments.
Solution
OpenX and Attain partnered to deliver a first-to-market, supply-side targeted, closed-loop measurement solution, combining OpenXSelect’s curated TV by OpenX supply and identity graph with Attain’s live purchase data panel of more than 10 million consumers. The integration enabled McDonald’s to track and optimize outcome-based metrics in real time, including conversion rate, new customer acquisition, sales lift, and incremental ROAS, with turnkey reporting that required no additional setup. This approach unlocked transparency and optimization at the transaction level, empowering the McDonald’s team at OMD to move beyond impression-based planning.
Success in Numbers
Conversion rate, far exceeding industry benchmarks
New customer acquisition at a cost-per-acquisition of just $6.48
Lift in total sales across retailers
Incremental ROAS, underscoring the efficiency of supply-path optimization and real-time curation
“With OpenX and Attain, we’re optimizing based on verified outcomes. Advertisers are no longer forced to rely on proxies like CTR, which is a leap forward for programmatic and for our clients.”
