PMI (IQOS)
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.
Key Results
41%
Ad Recall
+17pp
Awareness Lift Above Benchmark
QoQ ↑
Sustained Momentum
Client
Philip Morris International (PMI)
Vertical
Consumer Goods · Tobacco Alternatives
Flight Dates
2025 (Quarterly flights)
Formats
100% Share of Screen (SOS) Display + Video
Markets
Multi-market (incl. UK, CA)
Buying Model
CPM & Brand Lift Study
KPI Targets
Brand awareness lift, ad recall, message association
Campaign Objective
Sustain brand awareness and recall via premium inventory presence.
The Challenge
PMI needed to build sustained awareness for its IQOS product range in a highly regulated advertising category. Traditional media channels impose significant restrictions on tobacco-adjacent advertising, limiting PMI's ability to reach target audiences at scale.
The challenge was to maintain consistent brand visibility across premium environments while driving measurable brand lift metrics quarter on quarter not just as a one-off burst, but as an always-on presence that compounds over time.
Alkimi conducts auctions for all impressions on a page simultaneously, letting an advertiser buy every ad slot in one transaction guaranteeing full page dominance with zero competitor noise.
Placements across Bloomberg, WSJ, and Financial Times. Early data showed 3× brand awareness lift vs. display, driving a mid-flight reallocation to 30% Display / 70% Video.
The Alkimi Approach
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
3x
Video 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