BACKGROUND
Publicis Media aimed to achieve both broad and highly relevant reach, as well as strong conversion rates, for LU. The main objective was to identify and reach consumers with an above-average propensity to purchase within the sweet snacking category, either for themselves or for their household. To meet the defined key performance indicators (CPC and CTR), the team leveraged its partnership with TripleLift, in particular TripleLift Audience, which combines interest signals and behavioral data and is activated through custom programmatic deals.
SOLUTION & RESULTS
Publicis Media selected TripleLift for its innovative programmatic approach: activating curated deals through a Deal enables seamless integration of creative assets into premium display formats and ensures distribution to the right audiences, at the right moment, in the most relevant placements. The ongoing optimization also generated time savings for Publicis’s buying teams. The use of data incurs no additional cost, allowing Publicis to maintain competitive CPMs throughout the campaign.
As a result of the performance, Publicis Media and TripleLift continue to partner and build upon the strong performance of this campaign.
