How Alkimi's always-on strategy and proprietary 100% Share of Screen technology drove sustained brand lift momentum for one of the world's largest consumer goods companies.
41%Ad Recall
+17ppAwareness Lift Above Benchmark
QoQ ↑Sustained Momentum
ClientPhilip Morris International (PMI)
MarketsUK
VerticalConsumer Goods · Tobacco Alternatives
Buying ModelCPM & Brand Lift Study
Flight Dates2025 (Quarterly flights)
KPI TargetsBrand awareness lift, ad recall, message association
Formats100% Share of Screen (SOS) Display + Video
Campaign ObjectiveSustain brand awareness and recall via premium inventory presence.
PMI needed to build sustained awareness for its IQOS range in a highly regulated category, where traditional media channels severely limit tobacco-adjacent advertising at scale.
Alkimi runs simultaneous auctions for all ad slots on a page, enabling full-page dominance with zero competitor noise driving results like a 3× brand awareness lift across premium placements on Bloomberg, WSJ, and the Financial Times.
QoQ ↑Brand lift study showed quarter-on-quarter improvement in all tracked metrics
100%SOS delivered with 100% viewability per takeover and zero competitor presence
3xVideo drove 3x brand awareness lift compared to display, informing the budget reallocation mid-flight
82–88%VCR across all demographic segments exceeded 75% industry benchmark
Multi-quarter
PMI has run continuously with Alkimi across multiple quarters, demonstrating strong client retention.
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