How Lotame’s Curated Marketplaces Delivered Deep Consumer Insights for a Global CPG Brand

A global CPG drinks brand was looking to reach new, untapped audiences in the UK and Spain. By partnering with Lotame and PHD EMEA, the brand leveraged Lotame’s Curated Marketplaces to uncover deep consumer insights, enhance addressability, and optimize campaign efficiency—ultimately driving more effective engagement and brand awareness.

Challenge: Reaching High-Value CPG Consumers Efficiently

A global CPG drinks brand sought to raise awareness and drive consideration for its spirits brands, by reaching travelers in the UK and Spain, and luxury travelers and whiskey drinkers in the UK and Singapore.

Solution: Leveraging Lotame’s Curated Marketplaces for Smarter Targeting

PHD EMEA, a leading strategy and planning media network within Omnicom, partnered with Lotame to execute an innovative approach to reaching luxury travelers and whiskey drinkers using curated private marketplaces (PMPs), designed with market-specific intelligence and brand-approved inventory. 

Lotame’s Curated Marketplaces deliver the custom audiences and powerful insights the company is known for, matched to trusted, brand-safe media supply designed to crush brand goals. Lotame leveraged market-level consumer data and unique audience insights from its Analytics suite to reach audiences in brand-safe environments, optimizing to the highest-performing inventory, across multiple supply-side platforms (SSPs). 

Results: The Impact of Data-Driven Audience Targeting

By leveraging Lotame’s Curated Marketplaces, the brand and PHD EMEA achieved:

• Addressable Audiences: Bespoke audiences delivered incremental reach for greater addressability in regional markets.
  
• Valuable Consumer Insights: Newly surfaced insights into audience behavior and specific market preferences uncovered predictive contextual strategies — backed by AI and verified by humans. These insights empowered the brand to better understand their target consumers and refine future marketing strategies.
  
• Better Control & Transparency: To ensure adherence to the brand’s strict brand safety guidelines, Lotame’s curated marketplaces were customized using PHD EMEA’s carefully vetted inventory “allow” lists, and transparently optimized based on performance.
  
• Better Efficiency: By utilizing multiple SSPs to deliver customized private deals, Lotame was able to identify the most efficient and performant inventory across each supply source within each market. This resulted in projected cost savings of up to 33%, while reducing campaign analysis time, directly improving PHD EMEA team resource allocations.
  
• Active Optimization: Continuous supply-led optimizations drove campaign lift, along with ongoing audience insights and analysis. These optimizations resulted in a View-Through Rate consistently above 70%, beating industry benchmarks of 60%.
  
• Reduced Ad Waste: By combining specific audience segments with optimized media spending and market-level pacing, PHD EMEA achieved greater efficiency in their campaigns. This strategic approach minimized ad waste and enabled precise targeting, resulting in performance that surpassed established benchmarks. 

Curated Marketplaces Are the Future of Programmatic Advertising

The brand’s campaigns successfully achieved their goals of raising awareness and reaching more of their target audiences in specific countries. By leveraging Lotame’s expertise in custom audience creation and curated inventory, PHD EMEA realized significant cost and time efficiencies, while gaining novel insights on prospective spirits consumers within each market. This collaboration, fueled by Lotame’s curated marketplaces, delivered innovation, proven outcomes and established a strong foundation for future marketing initiatives across the brand portfolio.

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