Case Study: Digital Media Services achieves 63% lower CPA and 92% more conversions with Lotame

The effectiveness of DMS’s audience targeting capabilities decreased the CPA by 63%

Digital Media Services (DMS), the digital arm of Choueiri Group representing 45 publishers and reaching over 70% of the online population in MENA, was hired by Huawei to run a more efficient, conversion-focused online campaign. The challenge was to identify and reach the consumers most likely to convert from a broad target roster of young adults, white-collar workers and students, and to reduce cost per acquisition while increasing conversions.

By granting DMS access to Huawei’s first‑party data, the team used Lotame’s DMP to discover high‑value audiences (e.g., tech‑savvy users, smartphone intenders, gadget lovers), build high‑reach segments, and optimize targeting daily across device and time criteria. The campaign delivered a 63% decrease in CPA, a 92% increase in conversions, an 8% lift in brand consideration and 13% rise in future purchase intent, saving $0.63 for every $1 spent versus a non‑targeted approach.

Digital Media Services

Carol Matta

Product Director, Native Advertising