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The way we went to market with this campaign was a first.

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Not only did we take a risk with doing something new, but it paid

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off in the results.

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In today's economy, your dollar can really only go so far.

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So we really wanted to regain our volume leadership in a consumer's

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perception and sentiment.

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As consumers are more intentional about where they spend their money, McDonald's

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Canada set out to answer a critical question: what truly drives

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guests to visit its restaurants?

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The challenge is in taking all of that fragmented

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data that comes in and aligning it

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to what is actually driving business results.

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With its agency, OMD Canada, McDonald's wanted to determine if

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programmatic advertising could drive incremental foot traffic.

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We were always looking for a one-platform solution where we can run very

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effective and efficient omni-channel nationwide campaign.

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That's where The Trade Desk came in.

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To measure not with proxy metrics, but with real results.

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We partnered closely with The Trade Desk to create a custom measurement

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framework, especially for this campaign in achieving our goals.

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We leveraged Trade Desk's Kochava media platform to run

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our nationwide omni-channel campaign so we have a clear

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visibility to holistic measurement, and then also driving both

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offline and online conversion in all channel that we cover.

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We also were able to add additional targeting layers to our

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campaign. So that included competitor visitation

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signals, lookalike audiences, first-party data.

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We care a lot more about proof than projections,

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so it was great that this campaign was based on observed

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metrics, not proxies or forecasts.

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We had a total confidence in result and data we were seeing.

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And boy, did both the confidence and the numbers serve up some smiles.

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The campaign achieved nearly 3%

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incremental restaurant visitation, and

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3% for McDonald's is a lot. That is

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thousands of customers. So really great success.

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The campaign ended up reaching 5.6 million households across

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Canada, and holistic frequency caps freed up 21% of the media budget,

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which was reinvested in working media, resulting in a 16%

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increase in household reach. But that's not where the results stop.

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Consumers who saw ads across three or more channels were

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twice as likely to visit an in-restaurant location.

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We never had such a credible proof that our programmatic media

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is contributing directly to people walking into one of our locations.

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The Trade Desk is a valuable partner not only to OMD, but

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to McDonald's, so working together in this format is

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something we'll definitely be doing again.

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They really took the time to understand what our campaign objective, but most

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importantly, what our business priorities are.

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Yeah. I guess with the success of the campaign, you can say we're loving it.