Case Study: Viacom18 achieves 2.3x higher CTR and 1.2x improved targeting accuracy with Lotame DMP

Viacom18 Offers Custom Advertising Solutions and Improves Campaign Accuracy with Lotame’s DMP

Viacom18’s VOOT is a leading ad-supported digital streaming platform in India (35M+ monthly active users, 50,000 hours of content) that needed to grow revenue with existing branding clients, win new performance advertisers, and offer customized measurement and insights. Key challenges included improving in-target accuracy for demographic campaigns, delivering performance-optimized buys, and synthesizing first- and third-party data to create repeatable, value-added advertising solutions.

VOOT built MAVARiC, an audience-management solution powered by Lotame’s DMP, to create a comprehensive audience taxonomy, ingest 3+ lakh behavior signals (including data from 70% logged-in DAUs), automate segment updates and generate templatized insights. The approach produced 700+ audience segments and enabled advanced retargeting, sector affinity targeting and Brand Lift Studies — driving measurable gains such as a 2.3X CTR lift for an ecommerce client and a 1.2X improvement in demo in-target accuracy, plus notable CTR uplifts across media, personal care and auto advertisers.

Viacom18